burglar’s home security system provides piece of mind while he’s away from home
and breaking and entering.
LOS ANGELES— A cat burglar offers advice on home security while invading someone else’s
house in a spot introducing the security and home automation system Sage By

Directed by A Common
Thread’s Eli Green for Colorado agency Victors and Spoils, the spot lends a
comedic touch to a product category often promoted through fear. While paging through
the owners’ books and lounging on their bed, the glib thief explains that his
Sage system includes monitoring features that he can control from his phone,
“which means I have more confidence to take out of town jobs, like this one.”

“Most ads for security
products try to scare people,” says Green. “We wanted to do something that was
more clever and fun.”
Three other spots tout
the features of the Sage system in a mock game show format. One compares the
simplicity, convenience and low cost of the system to dressing a baby. The second
contrasts the system’s cellphone app with a woman coloring her hair. The third
makes a comparison to parallel parking. “We took what could have been dry,
how-to material and made it interesting and engaging,” Green says.
A Common Thread is located at 4081 Redwood Avenue,
Los Angeles, California 90066. For more information, call 310.823.7300 or visit

Titles:              Cat Burglar, Hair, Baby, Parallel Parking
Product:           Sage
By Hughes
Agency:           Victors
& Spoils, Boulder, CO. Pat Horn,  Creative
Director; Travis Brown, Senior Art Director; Arthur Tanimoto, Copywriter; Rebecca
Conrad, Account Supervisor; Rachel Arther, Account Manager; Jenny Stefanov, Agency
Producer; Karena Dacker; Senior Producer
Production:      A
Common Thread. Eli Green, Director; J.P. McMahon and Tristan Drew, Executive
Producers; Kevin McMahon, Producer.
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