We needed an episodic idea with stretch. We must compete with competitor brands but use Prowler Proof’s attitude and individuality to create visual distinctiveness to outshout them.
The mandatory was to retain their security-guard “Tony” persona as the vehicle. We felt we needed to strengthen his role as the lovable buffoon from previous communications and go from the surrogate to the symbolic embodiment of the product because there is a better way to feel secure at home.
Their customers are their most loyal evangelists. They know it’s best security and peace of mind money can buy. But there’s one group that can’t stand their product. Prowlers.
With their tagline “Creating A Safer Place,” we found a practical solution and created a physical SAFER PL. Through a comedic approach, we made the idea of Prowler Proof screens being the ultimate nemesis as SAFER PL. truly lived up to its name.
