Terminix joins fight against enormous pests

Headshot of Tim Nudd

Pest-control advertising sure is getting larger than life. A few weeks back, we saw the latest grossly great installment of Orkin’s big-bugs campaign (now with guitar-playing rats!). Not to be squashed like a bug itself, Terminix is pushing out its own campaign from Publicis in Dallas. We posted last week about its billboard with the 5,000 live cockroaches. Now, we get this ferocious “Flying Monsters” TV spot from Blacklist director Dvein. The idea is, you’d expect a creature that devours one in 30 homes to look more like a giant horrid flying monster, traveling in packs with its buddies, than a little harmless-looking termite. By super-sizing the enemy, Terminix slyly casts itself as your savior from horror-movie-like death and destruction—whether or not its “ultimate protection guarantee” actually covers attacks by airborne hell-fiends from outer space.

@nudd Tim Nudd is a former creative editor of Adweek.