MEMPHIS —Terminix’s new campaign, “The Best at Nixing Pests,” created in partnership with The Martin Agency, features five spots that will air on TV and social media in select markets, starring “Flight of the Conchords” comedian Rhys Darby.
The Martin Agency aimed to create a campaign that helps make Terminix synonymous with the word “nix.” The creative team was inspired by the insight that nearly three out of four residential consumers will not call an exterminator until they’ve tried to treat a pest issue themselves, rarely getting rid of the problem and often leading to DIY fails.
In the campaign, Darby shows up in the middle of a series of DIY pest control mishaps, reminding consumers, “The only way to nix it is to Terminix it.”
The five television and social spots, titled “Duplex,” “Tex Mex,” “Ex,” “Flex” and “Kicks,” each feature relatable, humorous, “we’ve all been there” residential pest removal fails. For example, in “Duplex,” the consumer sees a roach in the bathroom and inadvertently uses a highly flammable hair product and candle to rid the duplex of the pest, resulting in a fire.
“We chose humor to grab attention and relatability to draw you in,” said Martin Agency Executive Creative Director Ashley Marshall. “Martin was interested in taking on a category like pest control and a brand like Terminix because pests are unwelcome and scary.”