ATLANTA – Orkin is extending its popular “Big Bug” campaign, created by Dallas independent The Richards Group in 2008. The new ads include two national television spots, regional outdoor boards, and an interactive website developed by Atlanta-based THINK Interactive, Inc. The ads feature the infamous giant pests and their desperate attempts to sneak into unsuspecting consumers’ homes – before being defeated by The Orkin Man. The television ads and the website will launch nationally March 7, with outdoor premiering March 21. The television spots can be viewed at http://orkin.com starting March 7.
“This new ‘Big Bug’ campaign work continues to highlight just how overwhelming a pest problem can feel, and that it is The Orkin Man’s mission to protect homeowners and prevent pest activity,” said Kevin Smith, chief marketing officer for Orkin. “We introduced rats to the campaign to increase awareness of Orkin’s effective treatment against rodents, and the termite was chosen for the ‘Blind Date’ spot because they are the sneakiest of all pests.”
The first spot, “Blind Date,” features a young woman waiting to meet her date, arranged by an Internet dating service. To her shock, her date is a giant termite intent on going home with her. The Orkin Man comes to the rescue, banishes the bug and ensures that the woman gets home safely.
Broadening the campaign into the digital space and expanding on the “Blind Date” television spot, http://BlindDateLove.com is a fictitious online dating website where users can fill out a dating quiz and get “matched up” with a Big Bug. The site includes a photo gallery with images of “successful matches” and a feature that lets users upload photos of their friends and family, turn them into pests, and then share the photos via Facebook and Twitter.
“BlindDateLove.com will bring personality to the bugs and let people have fun and interact with the Orkin brand,” said Will duPont, president of THINK Interactive, Inc.
In the second spot, “Vacation,” a family returns from a trip to find that two 6-foot rats have taken over their house. Playing video games, the rats become annoyed when the family returns early. Fortunately, The Orkin Man saves the day and runs the pests out of town in a rat rod. The “Vacation” spot will begin airing in June to coincide with summer vacation travel.
“From a creative standpoint, our campaign strikes the right balance of creepiness and humor, and it always points back to the fearlessness and determination of The Orkin Man,” said David Morring, creative director at The Richards Group.
The campaign will also feature 58 outdoor boards in the Atlanta market, one of which will showcase colossal, three-dimensional termite mandibles. Weighing in at 700 pounds each, the mandibles will move, appearing to “eat through” the wood board.