McAfee Launches New US Brand Campaign, “McAfee is like,” to Demystify the Power of Online Protection

• McAfee’s new marketing campaign helps consumers envision an ideal online world filled with confidence and safety, thanks to a user experience powered by leading- edge technology built for people and their families.

• The national brand campaign launches January 16, 2024, across omni-channel media and shows the magic that occurs when consumer’s online privacy and security concerns are addressed.

McAfee Corp., a global leader in online protection, launched its new brand campaign, “McAfee is like.” The ads showcase creative analogies that portray the powerful ways McAfee’s technology helps protect users through the product and features of McAfee’s flagship product, McAfee+.

The campaign’s creative focus is anchored in McAfee’s mission – to provide worry-free protection for people and their families, so they can confidently live their best lives online. Audiences will see people in extraordinary situations – such as taking a lie detector test or turning invisible – that describe and bring to life the powerful features of McAfee+.

Three analogies are used to simplify online protection, playing off the “McAfee is like” concept:

• McAfee+ is like using a lie detector on incoming text messages to alert you if a text is a scam.
• McAfee+ is like having a private detective take back your personal info from the sites that sell it.
• McAfee+ is like having the power to turn invisible so you can make your great escape from hackers on public Wi-Fi.

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The campaign will launch on January 16 and will run for eight weeks in the United States as part of the 35-year-old company’s reinvigorated focus on protecting people and their families.

The integrated campaign was brought to life in partnership with creative agency Anomaly, director duo Aircastle, performance creative agency Collier Simon, and media agency Camelot. The campaign will consist of :30s, :15s, and :06s ad spots, as well as a variety of display and high impact creative, with ads running across connected TV (CTV), online video (OLV), digital, social, podcasts, and influencer channels.

As a brand solely focused on consumers, McAfee’s new campaign reintroduces its trusted name spotlighting the striking advances McAfee has made in online protection. The campaign creative showcases the company’s ability to protect the privacy, identity, and personal information of consumers, and to empower people to feel safer and more confident online.

“As consumers are increasingly concerned about their online safety, McAfee is committed to driving innovation in our industry and building new solutions that keep people more secure,” said Meg Choi, VP of Marketing. “Our goal is to make online protection and security feel more relatable for consumers. We hope viewers are surprised and delighted by the elements of cinema in this campaign, while learning about the protection and security McAfee enables for your life.”

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