Facing ever-growing competition from both local and national companies, The Bug Man needed a strategic plan with the right media and messaging to break through the clutter and deliver the message of “quality, experience, and trust.” While this message is true for The Bug Man, it’s certainly not unique, so we knew we had to do something different. Our creative team decided on using both traditional broadcast and new digital mediums, and created a campaign consisting of four commercials utilizing humor to capture attention. The spots featured four different couples facing real-life pest solutions they could not or would not handle themselves, with the ultimate reminder that The Bug Man can “Get ‘em When You Can’t.” The campaign was both popular and led to an increase in business, eventually resulting in a set of four more humorous commercials being produced in a follow-up campaign a few years later.