Ad Review: Simplisafe’s ‘Robbert’ commercials sell the product short

I like SimpliSafe. The company’s home security systems are easy to use, effective, and affordable. So I’m a little disappointed with SimpliSafe’s latest TV commercials featuring new spokesman “Robbert,” a self-described burglar and con man.

In 2006, SimpliSafe revolutionized the home security industry with wireless technology, affordable pricing, and easy, do-it-yourself installation. The brand was David to ADT’s Goliath, and it worked hard to establish itself as a name that home security system buyers could trust.

SimpliSafe ads weren’t flashy, but they were smart, often directly comparing SimpliSafe’s technology and pricing to competitors.

Fast-forward to August 2019.

SimpliSafe unveils burglar Robbert Larson™ as its new campaign spokesman.

Do you see where this is going?

At long last, smart and scrappy SimpliSafe has joined the ranks of so many other brands (such as Liberty Mutual with its absurd LiMu Emu and Doug campaign) that have been seduced by the siren song of humor in advertising.

From the company’s press release:

“With his tongue-in-cheek quips and slapstick moves, Robbert uses humor to promote SimpliSafe’s products — a radically different approach than that taken by typical home security commercials. Robbert spots run with the tagline ‘Protect Home Like a Pro™’, cheekily emphasizing the idea that a burglar is one of the best experts on home security.”

For sure, humor is an interesting strategy for a home security company. How’s that working for them?

Below: A 60-second spot titled “Meet Robbert | Home Security Expert.”

A second ad, titled “Bathtub” (below), shows Robbert using his SimpliSafe Video Doorbell Pro and Smart Door Lock to take a pizza delivery while relaxing in his bathtub. Another spot has Robbert’s security system preventing a break-in by one of his burglar buddies. “You’re losing your touch, Larry!” Robbert jeers.

Below: The 30-second “Bathtub” spot shows off SimpliSafe’s doorbell video camera and smart door lock.

Now, let’s review these ads.

What SimpliSafe’s “Robbert” commercials get right

I’ll start with what these commercials do well:

• High production values. One thing these commercials get right is the look. The rich colors and warm lighting strike the perfect tone to welcome viewers and inspire confidence in the brand. (How unfortunate, then, that this confidence is almost instantly undermined by the “Robbert” character. But more on that later.)

• The product is shown in action. With a high-tech, high-ticket (well, sort of) purchase like SimpliSafe, it’s important to show the product in use. The scenes where the door locks engage and the alarms trigger help potential buyers to understand how SimpliSafe will work in their homes.

• The ads use on-screen callouts. I like on-screen callouts because they help to emphasize key points. Here, SimpliSafe uses callouts to identify its range of components. But although the understated font may look upscale or refined — a great match for the sleek look of the components and the company’s desire to be seen as stylish — it’s a touch too subtle for me.

• The SimpliSafe logo. As regular readers know, I think it’s silly for advertisers to pay for 30 or 60 seconds of airtime and only show the product or company logo in the last three seconds. Although the SimpliSafe logo is not shown for the full duration of these ads, the logo does appear a couple of times — most notably on Robbert’s T-shirt in the first ad and superimposed in the corner of the doorbell-cam video in the second.

What SimpliSafe’s “Robbert” commercials get wrong

These ads do a fine job of showing off the various system components and how they work. They also do a good job of selling SimpliSafe as effective protection.

But in home security advertising, this is just table stakes.

Yes, SimpliSafe works. But that’s not the reason to choose SimpliSafe over its competitors.

People choose SimpliSafe over its competitors because its home security systems are so much easier to set up, and so much less expensive to use.

Take installation. For home security buyers, this is a big concern. Most homeowners don’t want the hassle of scheduling an installation date and having a contractor kick up dust in their homes.

But SimpliSafe doesn’t require a professional installation. Because the system is wireless, there’s no drilling, no running wires through walls, no mess. You can literally just walk around the house and set (or stick) the sensors where you want them.

It’s so easy to set up, SimpliSafe marketing materials used to say, that an eight-year-old can do it in less than an hour.

It’s true. I know because I’ve done it myself. Let me tell you, I got quite a kick out of hearing the voice-enabled base station talk me through the process.

SimpliSafe’s other big advantage is cost. Not only is the equipment inexpensive (and you can choose your own components, buying only the ones you need), but the cost of monitoring is among the lowest in the industry.

Plus, SimpliSafe has no contracts. Customers are free to start, pause, or cancel monitoring services anytime they like.

In short: “Easy” and “affordable” are key benefits of SimpliSafe home security systems, and though there may be individual ads that speak to these attributes, I think the Robbert campaign has undersold them so far.

Below: This commercial from 2015 does a better job of promoting SimpliSafe’s low cost and risk-free guarantee.

. . . And what SimpliSafe’s “Robbert” commercials get REALLY wrong

By far, the biggest problem with this campaign is Robbert (played by actor Peter Davis) himself. This goofy-looking character and his corny schtick unintentionally undermine the aura of credibility and trust that SimpliSafe is trying to create.

And in case you missed it, Robbert is not just a burglar — he’s a self-described con man. (Why, oh, why was that unnecessary detail not cut from the script?) This gives us even less reason to trust what this doof has to say.

What were the folks at SimpliSafe thinking? From the “Robbert” press release:

“No other home security company would be brave enough to hit ‘play’ on Robbert Larson,” said SimpliSafe’s creative director Wade Devers, who created the character. “But if you want to teach consumers how to avoid the pitfalls of other so-called “security solutions” — from gizmos masquerading as real security to companies robbing you with binding, long-term contracts — a burglar is actually your best bet.”

Is it? Is having a burglar as your brand’s spokesman really the best strategy for attracting homeowners who are concerned about their safety, or who have already suffered the fear, anger, frustration, and sense of violation that follow a home invasion?

Here is the problem: “Robbert” is a fictional character. Friendly and non-threatening burglars like Robbert do not exist, so any “advice” this character offers is worth less than zero. As far as consumers know, real burglars think no more highly of SimpliSafe than they do of any other home security brand.

But hey, it makes for funny ads, right?

Sorry, SimpliSafe. I like a good laugh as much as the next person, but you should know as well as anyone that home security is no joke.

SimpliSafe’s “Robbert” commercials: The Cranky Ad Review verdict

As I said at the start of this review, I like SimpliSafe. I dig the company, I dig the product.

So it’s disappointing to see SimpliSafe undersell its most important features and beclown the brand for the sake of being funny.

Why are so many ad creators allowed to let this happen?

Cranky Ad Review rating: Two sketchy stars out of five.

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