For over sixty years, Doom has been well known amongst South Africans for its fast, deadly killing power, effective for ridding you of pests. And as an iconic brand it has weaved its way into South African culture, featuring on social media whenever there was a light-hearted moment or some form of satire. It’s this ability to see the funnier side of life and make fun of ourselves as South Africans that has inspired Doom to use humour in their communication over the years, especially in a segment where our competitors are taking the serious, informative approach.
We’ve all been there, a bug enters the house and you quickly reach for the nearest magazine, fluffy slipper, dish cloth, spatula or elastic band etc. to try and kill it. But what if you don’t kill the bug and instead you leave it mangled and disfigured? Well, now you have a problem. Because now you have a spitting mad bug that’s coming for revenge.
In this advert we feature a wrathful cockroach that is declaring a poop war on the human who tried to kill it, but failed. And its plan is simple, it is going to unleash an unholy cacophony of cockroach “waste” on anything and everything this person owns. No surface or crumb will be left undefiled. In the end the cockroach concludes by landing the point that this could have all been avoided had the human used Fast, deadly Doom in the first place.
A campaign of 3 radio spots was launched on various radio stations across South Africa and is airing for 6 months.