To Catch a Pest, the Orkin Man Thinks Like a Pest in New Ads

Richards spots shift focus to hero

Roaches, rats and other pests had the starring roles in Orkin's campaign from The Richards Group in recent years. And while those spots were amusing, in a creepy way, it's the Orkin man himself who takes center stage in the new campaign, which broke today. And a resourceful man he is. Each spot shows a different Orkin man in some kind of undesirable position—wedged into a crawlspace with rats scurrying around; hanging from a tree above a parade of ants; suspended halfway up a wall to see cockroaches inside an air vent. "To catch a pest, you've got to think like a pest," he says in each ad. And then, you pretty much have to act like a pest. As this campaign suggests, that's not something most people want to do, or would even be able to do. The tagline is: "Pest control down to a science," which makes it seem even less DIY—a sly way of getting people to call Orkin instead.