Pests are Smart, Orkin Pros are Smarter.
Client:
Orkin Pest Control
Project Type:
Fully Integrated Campaign
CHALLENGE:
Each year, pest control companies face the same challenge: standing out during the crowded spring-to-fall season. Despite strong brand recognition, Orkin needed to boost recall, highlight its science-based expertise, and break through a noisy category. The creative idea was clear. While pests may be clever, Orkin Pros, backed by rigorous entomological training, are always smarter.
STRATEGY & EXECUTION:
DDB Chicago collaborated closely with Orkin’s team of entomologists to ensure every concept was rooted in real science and authentic pest behavior. The campaign introduced four puppet-animated pests — a beer-sniffing cockroach, a light-seeking mosquito, a street-savvy rat, and a tireless termite. Each had a quirky personality and a plan to outsmart humans. Comedians Brian Huskey, Hugh Scott, and Chris Candy voiced the characters, bringing humor and relatability. The puppets were handcrafted by the same artists behind Wes Anderson’s films, adding a distinctive visual appeal.
The campaign launched in April 2025 and ran through September to align with peak pest season. Media placements spanned TV, connected TV, digital, and social, with high-visibility slots during the NHL Playoffs and Finals to reach a broad and relevant audience.
PERFORMANCE:
The campaign earned widespread attention from top creative and industry publications, including Ad Age, Campaign US, DesignRush, and Reel Chicago. It stood out across platforms and helped reinforce Orkin’s leadership in the category.
By combining handcrafted artistry with science-backed messaging, the work resonated with both consumers and industry insiders. It strengthened trust in Orkin’s expertise and made the brand more memorable during a critical decision-making season.
CONCLUSION:
This creatively led, insight-driven campaign transformed a functional service message into a compelling brand story. It turned pests into characters, used real science to drive the narrative, and timed media to maximize cultural and seasonal relevance. The result was a campaign that lifted brand engagement, drove credibility, and proved smart storytelling works even in low-interest categories.
