We designed this unit to promote the show, It Takes a Thief. The unit is shocking, frightening and a bit voyeuristic, visually asking the question, “When you’re not home, who’s protecting your house?” The ad shocks viewers as they watch a precious object being stolen right in front of them, and prompts them to tune in. The campaign targeted adults between the ages of 25 and 54 who were home owners with children, and middle class. The campaign resulted in a high viewer rate of more than 170,000 viewers and click through rate of almost 70,000 in a single day.