advertising and other stuff. no, really.

Saturday, February 27, 2010

"Hello, my ex just got scared off by the alarm he knew I had."

“We’re sending someone right over ma’am.” Another fear-mongering gem from Brinks, er, Broadview Security. Picking up where mother & daughter left off, waiting for help in their panic roomless house, we find another ree-dick-yule-us scenario where said intruder is immediately scared off upon hearing what suburbanites hear hourly in Disturbia. (Especially effective after a house party and workout session.) Credit though to Broadview for losing the black hoodie attire here, at least! This one though just hit me the wrong way, especially after hearing this week about another useless protective order.* If someone wants in to do harm? They’re in. No false sense of security will stop them, nor will standing four feet away from them on the phone with Rick while he sends Paul Blart to the rescue.**

*Martha Stewart bracelets for anyone with an order of protection. If Applebee’s can page me with a giant vibrating coaster when my table’s ready, doesn’t a woman afraid for her safety deserve the same advanced warning when an ex- is close?

**Don’t most people grab their cell now?


Ben Kunz said...

I saw this too. At first it seemed hyperbolic and histrionic ... until you notice they are using a tracking 800 number to measure response. Which suggests:

1. They've been measuring ad formats previously to see what works
2. They know fear makes the phone ring, since this is a continuation of similar alarm ads with similar women freaking out inside the doorstep
3. There is now a significant demo of divorced or split-up women in the U.S. who fear about their prior relationships.

So rather than mock this ad (nice touch that both the new boyfriend and old nasty one are good-looking guys, showing the woman has taste), perhaps we should shake our heads at the fact that we live in a society in which women have enough bad relationships that such an ad obviously works. I don't think the company overreached here -- I think the alarm firm is simply reflecting a sadness in society.

mtlb said...

From a selling POV? Sure, play up on fear. But it’s misleading to suggest to women to simply get an alarm and be safe?