Black Flag Roach Motels
Cockroaches are notoriously difficult to kill. Culturally, they’re synonymous with immortality. So we built a campaign for Black Flag Roach Motels that centers around this immortality, reminding customers that if 300 million years of evolution couldn’t do the trick, you’ll probably want bug-control experts on the job.
We would begin with outdoor posters in high-capacity areas to target commuters on their way to work.
We would then move into crosswalk ads, reminding people in cities just how hardy their insect neighbors can be.
“Now What?
Well, the three-pound boot didn’t do the job. The fly swatter and the rolled up newspaper aren’t going to do the trick either. Take it from the experts on the subject–you need a real winner on your team.
Thankfully, we’ve got just the thing. Black Flag’s Roach Motels are a quick and easy way to rid yourself of a nasty problem that doesn’t require you setting off a nuclear bomb. Our glue trap is four-dimensional, which prevents a bug jail-break and keeps you from seeing something you’ll regret. Our design immerses itself in your home without announcing to guests ‘this person lives in an insect exhibit.’
Invest in the best trap decades of research can offer with the Black Flag Roach Motel. With us, the bug stops here.”
We would also publish print ads in trade blue-collar magazines, appealing to working-class consumers who would be familiar with just how hard it is to take care of a roach problem.
We would end the campaign on Instagram with faux-inspirational stories from the cockroaches’ point of view, once again highlighting their incredible strength—and the strength of the only product that can reliably kill them.
Derrick Brown - Print and Social Media Art Director
Regan Mathies - Out-of-Home Art Director
Emma Harden - Copywriter