Independent creative agency Haymaker has teamed up with Arlo, a leading, smart home security brand, to launch the brand’s latest campaign entitled “Protect Your Everything.” Having been selected as the creative agency of record for Arlo, Haymaker will lead strategic creative efforts in support of the campaign. Protect Your Everything launches on August 1 and includes broadcast, connected TV, and digital video.
Helmed by multidisciplinary director Rodrigo Valdes and Academy Award-winning special effects makeup artist Barney Burman, the “Protect Your Everything” campaign launches with two :30 second spots. Entitled “Uncertainties At The Office” and “Uncertainties On Vacation,” the two films provide a light-hearted, humorous take on Arlo customers facing daily anxieties surrounding home security and protection.
The ‘Protect Your Everything’ campaign was designed to cut through the crowded landscape of “smart” tech while demonstrating the peace of mind that comes with Arlo’s smart security solutions. The campaign serves as a relatable visual representation of the worrisome inner voices surrounding security – an experience almost everyone can relate to. Confronted by troublesome thoughts like “Did you lock your door? Did someone steal that package off your porch? Did your kids make it home safe?,” the main characters are quickly relieved when they realize their Arlo products and services give them total protection. There have never been more uncertainties than there are in the world today, and Arlo’s mission is to tame those uncertainties, calm customer’s nerves and provide peace of mind when it comes to protecting the things that matter most.
Matt Johnson, Co-Founder and Chief Strategy Officer at Haymaker, adds:“With award-winning technology, robust services and a flawless consumer experience, Arlo is easily the best-kept secret in security. Throughout these spots, we wanted our heroes’ anxieties to manifest in many different doppelgangers, so the challenge was making them recognizable, while taking on entirely different personas. With the help of Rodrigo and Barney, we were able to achieve a myriad of styles.”
Lily Knowles, SVP Sales, Marketing & Customer Care at Arlo, comments:“‘Protect Your Everything” depicts highly relatable situations our consumers can connect with. We’ve all had moments of uncertainty tied to the security of our homes and families. We believe the campaign’s storytelling brings those feelings to life, connecting our products and their ability to quell worries we all share. These spots really drive home the value Arlo’s suite of security products and services offer.”