SWA’s Pest Alert Comes Out of Woodwork

DALLAS Stone Ward Advertising breaks an integrated campaign for Terminix with four TV spots that feature talking walls this Monday.

According to the Little Rock, Ark., agency, the premise of the campaign is: “If walls could talk, they’d have a lot to say about the hidden problems caused by termites or pest infestations.”

In the TV spots, faces emerge from the walls in different settings, telling the homeowner facts about termites and other pests that could affect their property. Although the images seem bizarre, the tone of the conversations is like that of two old friends, the agency said.

Of the four spots, two focus on termite protection and two on pest protection. Both were produced in 15- and 30-second versions and are accompanied by a series of rich media online advertising units, which continue the story. The micro-site allows visitors to tour a home guided by “the wall,” assess if their home is at risk and sign up for a free Terminix inspection.

The TV campaign that breaks on ABC, NBC and CBS will continue through the summer, the agency said. The spots will also appear on cable TV’s Weather Channel, HGTV, Discovery Health, National Geographic, A&E, USA Network, Lifetime and the Food Network. Terminix is also running a schedule on the syndicated Martha Stewart Show.

Online rich media ads will appear on hgtv.com, weather.com, marthastewart.com, ivillage.com, homestore.com, bhg.com (Better Homes & Gardens) as well as several Yahoo sites.

The direct mail component will run throughout spring and summer, the agency said.

SWA CEO and executive creative director Larry Stone and president Millie Ward led work on the campaign, with Jay Cranford as creative director, Danny Koteras as interactive creative director, and Tom Hicks and David Nolan as interactive art directors. Angie Chazelle is Terminix account director.

Based in Memphis, Tenn., Terminix International operates a worldwide network of branch locations. Terminix is part of the ServiceMaster family of brands headquartered in Chicago that also includes TruGreen ChemLawn, Rescue Rooter, ServiceMaster Clean, ARS Service Express, American Home Shield, Furniture Medic and AmeriSpec.