ORLANDO, Fla. — Middleton Lawn & Pest Control and their agency PUSH, have been awarded 21 ADDY® Awards for creative excellence by the Orlando Advertising Federation.
The first level of a three-tier national creative competition, the Orlando Advertising Federation ADDY awards are judged by the top creative and strategic leaders in the advertising industry and are given each year to work that demonstrates the best of advertising.
Adding to a long history of award-winning work, winning 45 ADDYs on the local, regional and national level since 2000, Middleton and PUSH have continued to create advertising campaigns that are memorable, creative and effective. Recognized this year, the "It's the Frog" campaign is a fully integrated brand campaign that includes six animated television spots featuring an animated version of Middleton's signature green frog as it eliminates a different household or lawn nuisance.
For the production of the commercials, real cockroaches, ants and other pests were photographed and animated, layered onto images of specially built live sets and incorporated with character voiceovers and Middleton's iconic frog. In "Buck Rogers," the talking frog destroys a smug cockroach with a ray gun. In "Trainspotting," a weed tries to bribe its way out of being run over by a locomotive, telling the frog, "I'll give you a million dollars, I'm a dollarweed." Throughout the campaign, the television commercials were complemented by radio advertising mirroring each individual ad.
"Middleton's 'It's the Frog' campaign has broken an industry mold, which really cuts thru the clutter," said Greg Clendenin, president and CEO of Middleton Lawn & Pest Control. "The campaign brings the signature frog to life and attracts attention with unique animated characters and humor, while driving home valued service features desired by customers."