It features two spots, one with a capacious cockroach and one featuring a titanic termite. The message of both spots, per the company, is that pests don't enter by the front door, but search out all points of entry. Tag: "Keeping Pests In Their Place."
The Atlanta-based company jettisoned JWT, Atlanta, long-time agency on the estimated $25 million account, last year.
Orkin CMO Kevin Smith said last fall that the message would evolve to appeal to younger consumers concerned with diseases and environmental responsibility.