Terminix Stops Pests Before They Become a Monster Problem in Integrated Campaign

Publicis Dallas Extends Successful "Seeing Is Believing" Ad Campaign with New TV, DM, Radio and Digital Elements

Mar 05, 2012, 11:42 ET from Terminix from ,Publicis Dallas

DALLAS and MEMPHIS, Tenn., March 5, 2012 /PRNewswire/ -- Terminix, one of the nation's largest pest-control providers, announced the extension of its highly successful "Seeing Is Believing" integrated ad campaign, with new TV, DM, radio and digital elements. The campaign launches this week with a new 30-second TV commercial entitled "Egg" created by Publicis Dallas. http://www.youtube.com/watch?v=W5ispCE9oUM

The TV spot brings to bold, cinematic life both the havoc and danger, pests -- in this instance termites -- can inflict on homeowners. Created in 100 percent Computer-Generated Imagery (CGI), the pests appear monster-like, depicting a visual metaphor for the real dangers pests present. 

Brad Cumings, chief marketing officer, Terminix, stated, "When pests attack a home, they become a monster problem. Terminix wants to help homeowners understand the importance of being proactive and gaining control over the health of their home. Using monsters to communicate that fact is a very powerful way to convey our message."

Shon Rathbone, EVP & executive creative director, Publicis Dallas, stated, "For 2012, we needed to build on the success of the Terminix campaign with new monsters that would recapture the imagination of consumers. Like a good movie sequel, we gave the idea a fresh twist with new characters that remind consumers something terrible might be hiding in the shadows of their homes."

Publicis Dallas will continue to run the creative elements from the 2011 campaign, including the much-touted "Flying Monster" commercial. http://www.youtube.com/watch?v=IRGT5I4n9Tg

Terminix gives consumers the power to protect their home and family so they don't have to deal with a pest or termite invasion that can lead to health risks or costly damage. This campaign emphasizes the real destruction termites can cause and the harmful diseases that pests can carry. Termites attack one in 30 homes in the U.S., causing an average of $8,184 in damage, and cockroaches can carry 33 types of bacteria, including staph, strep and E. coli.

"Egg" Commercial Description: The first 2012 TV commercial in this campaign opens in a crawlspace under a house that is littered with eggs. Slowly one of the eggs begins to hatch. The spot cuts inside the house to show a monster crashing up through the living room floor, disrupting a serene home environment. The monster tears through the wood floor demolishing everything in its path. Over the action the announcer delivers the message, "They attack one in 30 homes across the U.S. and can cause thousands of dollars in damage." As the monster crawls out of the hole in the floor, the spot zooms in to show termites eating the wood. To reemphasize the destruction caused by termites, a super appears: "Termites are Monsters." The idea is simple. You'd think something that destroyed your home or made you sick would be this huge terrifying creature. But in reality it's a tiny cockroach or termite. The commercial is entirely CGI technology.

About Terminix
Terminix, a division of The ServiceMaster Company, is one of the nation's largest pest control providers. Headquartered in Memphis, Tenn., Terminix serves more than 3 million customers in 46 states and 14 countries. Terminix provides pest control services and protection against termites, rodents and other pests threatening human health and/or safety. To learn more about Terminix, visit their Web site at www.terminix.com .

About ServiceMaster
With a global network of more than 6,900 company-owned, franchise and licensed locations, Memphis-based ServiceMaster is one of the world's largest residential and commercial service networks. The company's high profile brands are TruGreen, Terminix, American Home Shield, ServiceMaster Clean, Merry Maids, Furniture Medic and AmeriSpec. Through approximately 21,000 corporate associates and a franchise network that independently employs over 31,000 additional people, the ServiceMaster family of brands serves more than 8.2 million customers every year.  Our brands hold market-leading positions in residential and commercial lawn, tree and shrub care, termite and pest control, home warranties, furniture repair, home inspections, residential and commercial cleaning and disaster restoration. Go to www.servicemaster.com for more information about ServiceMaster or follow us at twitter.com/ServiceMaster or facebook.com/TheServiceMasterCo.

About Publicis Dallas
Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The mission of Publicis Worldwide is 'To Lead The Change' to help our clients leap ahead. Publicis Dallas clients include: CiCi's Pizza, Nestle, GSK, and ServiceMaster brands TruGreen and Terminix, among others.

SOURCE Terminix; Publicis Dallas