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Local Pest Control Company Breaks First Ad Campaign

Posted on: Tuesday, 28 April 2009, 09:41 CDT

Radio, TV & Print Work To Elevate Awareness Of Local Pest Control Company; Campaign Turns Existing YouTube Video Into TV Spot

READING, Pa., April 28 /PRNewswire/ -- Few would want to be the first name that comes to mind when the discussion centers around pests, but that's the goal of a Northeast pest control company, which is unveiling an ambitious ad campaign that begins running this week.

Ehrlich Pest Control, a division of the U.K.-based Rentokil, is set to launch a TV, print and radio campaign that establishes the company as the local pest control expert.

One TV commercial in particular that will help set this campaign apart is an actual YouTube video that has been turned into a spot that effectively communicates the need to let a professional handle pest extermination.

The YouTube inspired spot shows a mouse enjoying a piece of cheese that is perched on a mousetrap. While viewers anticipate the snapping of the trap, the brave mouse returns to eat without suffering the intended consequences. Only after it has finished eating and left the mousetrap does the contraption shut tight. The tagline: "Let us do it."

"This may be the first time that a YouTube spot has been appropriated for a TV commercial. It's usually the other way around," said Ellis Verdi, president of DeVito/Verdi. "Who knew that there would be a gem hidden amongst the countless submissions of stupid pranks, insufferable singing and humorless sketches."

As homeowners in the Northeast face the annual onslaught of termites and ants during springtime, the campaign is aimed at raising the profile of Ehrlich in a number of markets. The Pennsylvania-based Ehrlich was the fourth largest pest control company in the U.S. when Rentokil purchased it three years ago.

The print work is more direct in explaining the company's mission. One ad reads: "Save the whales. Save the sea lions. Kill the Rats." And two radio spots give old nursery rhymes a darker twist, as "Hickory Dickory Dock" and "Three Blind Mice" are altered to be much less forgiving to the rodents in each of the traditional songs.

To see the campaign, please visit www.devitoverdi.com.

In addition to Ehrlich, Rentokil North America consists of several regional pest control companies, including Presto X (based in Omaha) and Watch All (based in Weymouth, MA). In total, Rentokil divisions span more than 72 local offices covering 33 U.S. states and Toronto.

About DeVito/Verdi

DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.

DeVito/Verdi, which has been voted "Best Agency" six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 15 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Meijer, The National Association of Broadcasters, Sony, Canon, BMW, Circuit City, Daffy's, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, SteinMart, Reebok, Massachusetts General Hospital, Hotwire.com, Office Depot, Legal Sea Foods, Mount Sinai Medical Center, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, CarMax, Sports Authority and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.

About Rentokil North American Pest Control

Rentokil North American Pest Control currently employs 1,900 coworkers in 72 district offices, and provides service in 33 states throughout the Mid Atlantic, South, Midwest, Southeast, Northeast, Plains and Mountain states, as well as Toronto, Canada. The company provides commercial and residential pest control, bioremediation, bird control, vegetation management, deer repellent services and termite control. Ehrlich (www.jcehrlich.com), Rentokil (www.rentokil.com), Presto-X (www.prestox.com) and Watch-All (www.watchall.com) are all part of the Rentokil family of brands in North America.

SOURCE DeVito/Verdi

Source: PR Newswire

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