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J. Walter Thompson released its latest work for Orkin’s pest control services last week with three strategically different television commercials.
The budget for the national campaign, which in-cludes cable, spot network and radio buys, is $16 million.
According to JWT creative di-rector Scott Nelson, who also wrote the spots, the effort reflects new initiatives for the Atlanta-based exterminator. The ads are intended to make consumers think of the Orkin Man as part of their communities, Nelson said, and leverage the company’s global-positioning system technology.
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