A tribute to bug deaths of 2021.
Reckitt Hygiene brand Aerogard has heralded the arrival of its bug killing range for the home with a campaign via Host/Havas Sydney that parodies In Memoriam films typically broadcast during award shows.
The film tribute to the memories of departed bugs captures the cheeky attitude of the Aerogard brand, while showcasing the killing power of the new Aerogard Home range.
Host/Havas created the BVOD and online video campaign to drive awareness of the insect repellant brand’s entry into the bug-killing spray segment. It is designed to appeal to consumers who want a more natural solution that is still effective at killing unwanted pests.
The Aerogard Home range uses a 100% plant-based, active ingredient (the formula contains synthetic ingredients) to effectively kill insects and is suitable for use around the family home, with a range that includes a flying, crawling and multi-insect killer variants.
Host/Havas ECD Jon Austin says the ad's script is humourous.
“As a fan of both The Oscars and the work of Sarah McLachlan, I’m a sucker for an emotionally-charged In Memoriam. I loved the idea that we could apply that unexpected energy to Aerogard’s equally unexpected bug killing power," says Austin.
"Kudos to our brilliant partners at Reckitt for embracing a script with the words ‘daddy long legs in an elegant, funereal pose’ in it.”
Reckitt Hygiene marketing director, ANZ, Saurabh Jain says the campaign alerts people to the current pest season: “Spring means more entertaining inside and outside our homes, but also peak pest season, where managing unwanted bugs becomes paramount for Aussies."
The campaign went live on October 31 on BVOD and online video.
Credits:
Client: Reckitt Hygiene
Creative Agency: Host/Havas
Production Company: AIRBAG
Director: Ariel Martin
Producer: Alex Tizzard
Sound: Song Zu
Media: Zenith Optimedia
