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 Aussies have known and loved for over 60 years, while showcasing the surprising killing power of the new Aerogard Home range.
Host/Havas created the BVOD and online video campaign to drive awareness of the much-loved 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 per cent* plant-based active ingredient 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.
“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. Kudos to our brilliant partners at Reckitt for embracing a script with the words ‘daddy long legs in an elegant, funereal pose’ in it,” Jon Austin, Host/Havas ECD said.
Saurabh Jain, marketing director, Australia & New Zealand, Reckitt Hygiene, said: “Spring means more entertaining inside and outside our homes, but also peak pest season, where managing unwanted bugs becomes paramount for Aussies.”
“As one of the country’s leading pest brands, Aerogard has a proven reputation for providing suitable and effective products, with the added benefit of a 100 per cent* plant-based active ingredient in the Home range.”
“We love how the informative messaging has been presented with a comedic slant in this quirky spot for Aerogard Home – we hope Aussies can rest a little more peacefully as a result!”
The campaign went live on 31 October on BVOD and online video.
Client: Reckitt Hygiene
Creative Agency: Host/Havas
Production Company: AIRBAG
Director: Ariel Martin
Producer: Alex Tizzard
Sound: Song Zu
Media: Zenith Optimedia
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