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.
What do you think of Simplisafe’s “Robbert” commercials? Share your thoughts below.
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I cannot stand these ads. Cringe everytime they come on and change the channel immediate. Would never buy this product due to companies very poor choice in their ad campaign
I hear you, Vicki. I’ve been seeing a lot of SimpliSafe pre-roll ads at the beginning of YouTube videos, and every time I hear that doofy “Robbert” guy speak, it’s Cringe City.
As someone who owns a SimpliSafe home security system, I love the product – but goddamn, the ads are bad!
Completely agree! Will never buy from a company that embodies the glorified side of thieves.
Home security is a serious subject. Why would you have a clown be your spokesman? It makes me doubt the seriousness of the Simplisafe company. I’ll bet ADT gets much better results with their serious ads.
Terrible ad campaign. They went from having a trusted campaign with the safety of a family science with little girl running through the house and a narrator describing the features of safety to this joke of a campaign making light of robbery.
Right you are, John. Why so many companies are so willing to trade trust and authenticity for crap humor is beyond me.
I think it must be ego. Silly, attention-seeking creatives clamoring to show the world how clever and funny they can be.
And brands and sales suffer.
Thanks for writing!
The worst since “SAVE BIG MONEY AT MENARD’S.”
I don’t know, Bob. That’s one catchy jingle!
Robbert Larson plays on not so funny puns: “Robbert” with the 2 b’s in the name stands for robber; Larson plays on the word larceny. They chose to spell the last name L A R S O N instead of L A R S E N in a veiled thin disguise, hoping no one would get their not so funny inside joke.
The ads are again written by some know it all millenial, insulting the intelligence of the one who really matters: the consumer. Simply Safe and Liberty Mutual Ads are as annoying as the Southern California based Sit-N-Sleep Mattress Store Ads where the owner Larry Miller shrieks his brain dead ear piercing “FRRREEEEEEEE” punch drunk liner. And his millennial boy Drew is now joining to run “Daddy’s Mattress Empire” using the same creepy not so funny punch drunk retreaded ear splitting squeals.
Please bring these clowns to a public event so that we can throw moldy tomatoes and rotten eggs at them.
Robbert Larson. Robber. Larceny.
Oh, SimpliSafe, my sides! Stop already, you’re killing us! 😛
I am totally creeped out by theses ads. The mask, the mustache sticking out from the mask. The actor is a good looking guy. Just let him tell us about the product!
Exactly right, Meghan. So many advertising people believe they have to dazzle us with their creativity, when all most consumers want is to hear what the product is and why we might be interested.
Good to hear from you!
Thieves are funny guys right? No. They are f’n thieves. Nothing funny about them. They want to break into your home and steal your possessions. Funny right? No. These commercials are horrible. I won’t buy this product because of the idiotic commercials. Murders aren’t funny. Rapists aren’t funny. Thieves aren’t funny. Get a new ad agency.
A new ad agency, Jim? Alas, “Robbert” the fictional burglar was dreamed up by SimpliSafe’s own marketing team.
They won’t let go of this campaign easily.
These days, when anxiety is at an all time high, it is unconscionable to make fun of fears by having a “full time burglar and con man” as a humorous character, especially ,when he is shown as an affluent white personal in an expensive home.
You’re right, SimpliSafe should have totally cast a black guy as the thief and con artist instead.
Would that have triggered you less?
At a time when race is used so frequently as a wedge to divide us, I don’t give two hoots that the actor is white.
But one thing we can both agree on here is that the “creative” idea is dumb.
Well stated.
I believe most of the insurance commercials are stupid and annoying I turn the channel whenever they come on
Right on, Anonymous. Until advertisers start giving us good reasons to watch their ads, it’s best to turn them off.
Simply irritating ad… I wouldn’t buy this product simply for this reason.
See this, SimpliSafe? I hope you are looking hard at the performance of this creative. It may be hurting you more than you think.
Thanks for sharing your comment, Mary.
I am in total agreement. .the idiotic nature of this ad plays to the lowest common denominator. Going for the Yuk Yuk factor. Same goes for the annoying ads for Sam Addams beer with the irritating and crude comedian at the wedding. I start to wonder what drugs these ad men abuse that would cause them to come up with these campaigns, let alone to think they were funny or worthy of going into production. And are the company CEOs so disconnected from reality that they would waste stockholder money on this trash. Oh well this annoyance led me to your site via Google search…at least there is some sanity in the popular opinion.
I don’t know if I would call my opinions “popular,” Anonymous — especially among my fellow creatives. But I do agree with you that too many ads are developed with the goal of being creative or funny or clever, with too little thought put into how they might connect authentically with consumers and move more product.
Thanks for visiting!
I never considered a security system. Just tuned all commercials out. But this one with Robbert is a lot of fun. Made think about what he was selling. Now I’m thinking about a security system. I guess the goal of the commercial is to get those who don’t care about such systems to think about them. In this, the commercial is a successl
I love the ads. You remember the the name of the character, the name of the product, and what it can do for you. It gets your attention enough that you will google it and learn more. Yes, it appears millennials are coming up with some shoddy humor, but not in this case.
Hate the Robbert commercial. It is just creepy.
Agreed, Rhonda. Just like Progressive’s “Motaur” ads, I think the ad maker here is trying too hard to be clever and winds up being creepy instead.
Thanks for writing.
I hate SimpliSafe’s “Robert Larson” ads. So annoying I turn the channel every time it comes on.
Yes, Anonymous. For a while there I thought maybe I’d been a little harsh on ol’ Robert, but naw — these ads are dumb.