Home security systems have always been sold on the basis of fear. This pile-on, me-too sales and marketing strategy leads to communications and brands that interchangeable. This brand fungibility is okay for national players with money to burn on traditional media campaigns. For a rapidly growing, privately held regional company for whom cash flow is always an issue, this approach simply wasn’t working. We found a humorous way to attract customers that explained the truth that hides behind crime statistics and anecdotes.