I am imagining the pitch that led to the following commercials… “It’s like Toy Story, but the toys are benign admirers of the human form, especially when the human form is in the shape of an Orkin pest eradication specialist.”
Putting the anthropomorphic fantasia aside, where is the death to bugs denouement here? Where’s the annoying hum of the mosquito? Those time-tested cues don’t exist in this offbeat campaign. What does exist in an inventive approach to selling pest eradication services.
I like to see a brand take risks. Orkin does that here.
The strange thing is there is a traditional “reason why” presented in this campaign, but the reason why is wrong (from a strategic perspective). People don’t buy pest control services in order to ogle or admire the serviceman or woman. People buy from Orkin and Orkin’s competition because they don’t like bugs in their cabinets, in their food, and elsewhere.
