Home surveillance systems ads are normally associated with crime, anxiety, and catastrophe, but these three spots from Marcel Paris focus on creating a sense of calm and reassurance instead.
There’s really not much to see – a hamster in its cage, a pair of knickers falling from the clothes line, or a forgotten phone flashing are about as much action as we get.
A print campaign captures another series of non-events, like a leaf falling from a plant.
The ads are strangely compelling thanks to skilful direction by Laura Sicouri.
MAA creative scale: 7