1. ADT Commercial
Written by Matt Dlouhy
 Objective: The objective of the advertisement is to show that houses get broken into every
15 seconds. The goal of the campaign is to prove that ADT protects victims of home
intrusions.
 Target Audience: The commercial appeals to anyone who owns a home because it is nice to
know that ADT will protect you, your family, and house in the event of a burglary.
 Central Benefit/ value of product: The central benefit of the commercial is that a
homeowner will be safe if they buy ADT security. They will be safe because ADT will
protect them when their house gets broken into. The value of the product is safety. The
mother and child were saved by ADT in the commercial because the burglar tripped the
alarm, which alerted ADT, and the dispatcher called the police to protect the family.
 Tone of Voice: The commercial is serious and suspenseful. It is serious because home
invasions are quite common in America. The commercial is suspenseful because the mother
does not expect her home will be broken-into. There is some humor because I said it only
takes someone 15 times to say Mississippi before they get broken-into. I said this because the
word, Mississippi, takes an entire second to pronounce; and it is a fact that burglaries take
place every 15 seconds.

2. Title: __”Protected by ADT”___________________________
Time :00-:01 Fade in
:02-:05
SFX: Birds chirping.
Camera Shot: Long Shot
Video: A residential house.
Voiceover:
“A burglary
takes place in
America every
15 seconds.”
:06-:08
SFX: Metal-scraping
sounds.
Camera Shot: Big Close-
Up
Video: A burglar is trying
to break into the house.
Voiceover:
“So it only
takes you 15
times.”
:09-:11
SFX: Steam rising out of
pot.
Camera Shot: Medium
Close-Up
Video: A woman is
cooking. She has no idea a
burglar is trying to break
into her house.
Voiceover:
“To say
Mississippi.”

3. :12-:15
SFX: Breaking glass and
alarm going off.
Camera Shot: Close Up
Video: The burglar breaks
into the house.
Voiceover:
“Before an
intruder
comes
smashing
through your
door.”
:16-:19
SFX: Mother and son
screaming.
Camera Shot: Close up
Video: The mother holds
her son and they both
scream.
:20-:26
SFX: Typing.
Camera Shot: Medium
Close-Up
Video: An employee of
ADT calls 911 for the
mother and child.
Voiceover:
“Only ADT
Security
monitors you
24 hours a
day to protect
your family
from home
invasions.”
:27-:30
Camera Shot: Extreme
Close-Up
Video: Shows the sign of
ADT in front of the house.
Fade out after finished
(0:30)
Voiceover :
“Every fifteen
seconds
you’re
protected by
ADT.”

4. *This project was completed for COM 342 at California State University Dominguez Hills.