On the occasion of Black Friday, Yale wanted to launch a campaign inviting its target audience to discover its products and offers, so they contacted us to find a way to create something original and full of humor. From the agency, we identified an insight that invites reflection on the absurd behaviors we often adopt in order to feel safe in our homes. In this way, the campaign uses a fresh and comedic approach to convey the message that instead of relying on improvised solutions—such as hiding under the sheets when we are scared or trusting that our dog will act as an effective alarm—the best option is to rely on Yale’s smart security technology.
A fresh and original spot
The centerpiece of the campaign is a spot that has been distributed across the main digital television platforms. It shows everyday yet slightly ridiculous situations in which people try to protect themselves from threats in ineffective ways, such as hiding under the sheets or hoping their dog will warn them about intruders. In doing so, Yale highlights the irony of these improvised solutions and contrasts them with its smart security systems, which are easy to use and accessible to everyone.
The campaign appeals to common sense and humor to show that security does not have to be complicated or expensive. With a clear and direct call to action, Yale invites consumers to take advantage of Black Friday offers to invest in an efficient, reliable, and modern security solution.
Direct distribution
In addition to airing on digital television, the spot has also been adapted for social media, where it is expected to go viral thanks to its approachable and entertaining tone, resonating with an audience that values simplicity and effectiveness in technology products. Without a doubt, a bold move that combines humor and innovation to connect with consumers during the shopping season.
