J. Walter Thompson Atlanta released its newest television commercials for Orkin Exterminating Company, Inc. in May in select markets. The commercials are part of a $16 million national campaign, which includes national cable, spot television and radio. The launch date was tied to early start markets for pest control demand.

The campaign uses the tactic it has found most successful – “the gross out factor.” From the introduction of the roach crawling across the screen, reaction has been intense among consumers. The spots are intended to recall consumers’ reaction to seeing pests in their home and remind them that Orkin can take them away.