June, 2001
With Steve Carell
Ad #1: (voiceover)
I see your home doesn't have the Slomin's Shield, aren't you scared?
Ad:
White Family:
What is the Slomin's Shield?
Steve Carell:
That's a good question. What is the Slomin's Shield? And would it stop me
from getting scared too?
Ad#1: (voiceover)
An advanced home security system! Installed free guaranteed! Call 1-800-ALARM ME
*
Steve:
You bet I will, and so would any middle class suburban family, but Slomin's
realized that they have to cast a wider net, and virtually re-invent their
commercial to show that home security is also a major concern in 'da hood.
Ad #2: (voiceover)
How do you sleep secure at night?
African American Family:
Mom: With the lights on?
Dad: Who can sleep with the lights on?
Steve:
Perhaps you're not familiar with some of the 'slang' used in that last clip, but
in order to appeal to a vastly different demographic, Slomin's had to
drastically change the look and feel of their message. 'Know what I'm sayin'?
Slomin's also knows that people deal differently with fear:
Ad #1:
Mom : Burglars pass by the Slomin's Shield!
Voiceover: Wouldn't you? Knowing that your family is protected by the Slomin's
shield?
Dad: I'm not scared anymore!
Steve:
Well, that must be a tremendous relive to your family, you huge pansies.
Now let's see how our other family deals with the imminent threat of a brutal
home invasion:
Ad #2:
Dad : So, the Slomin's Shield is installed free?!
Kids : Satisfaction Guaranteed!
Mom : And a good night sleep for you and me!
Kids : and me!
Steve:
But, alas, not for me. For you see, I cannot relate to their 'rap' music, but
regardless of ethnicity, one thing's for sure : every family celebrates when
they're protected by the Slomin's Shield!
Ad #1:
Family: (singing) o/` Shield Your Home...With The Slomin's Shield!
o/`
Steve:
Of course, even those celebrations can be vastly different:
Ad #2:
Family (singing) o/` Shield Your Home...With The Slomin's Shield!
o/` [digitally inserted] Chaka
Khan!
Steve:
Peace Out. Jon?