Because d-CON is so effective at killing mice, we had to take a humorous approach to soften this often macabre subject. We created funny puppet characters that consumers love to hate. Beyond amazing public reaction, d-CON sales increased by 44% over the next four months, according to Nielsen consumption data.
The spot was aired on US Election Night. In the same week, during a commercial break on Saturday Night Live, one of the most-viewed comedy television shows in the US known for parody skits, viewers tweeted their initial assumptions that the spot was an SNL parody and, when proven otherwise, felt it was even funnier than the actual show.
To tap into culture, we also created some fun pre-rolls inspired by the noise around the elections.
Agency: Havas New York, CCO: Harry B, ECD: Pam Kim, CD: Sascha Piltz, E Slody, ACD Art: Fernando Mattei, ACD Copy: Rich Douek