Food, insect pests and killing sprays

...who would want to have their food product associated with a bursting blood bag that a mosquito usually is once it's left your arm? Perhaps for this reason they aren't too concerned about punting the actual brand name - after several viewings I still can't make out the fine letters on the label of the little bottle that they display at the end.

Another excellently executed ad is the Doom mom who does a Keanu Reeves Matrix-number while carrying a tray of food to her kids in the sitting room - she grabs a can of Doom and settles an ugly cockroach's hash in slow motion instants to grab the still airborne tray again and continue on her way.

It's a nice idea, but isn't there a warning on the can not to spray near open food? And what about us at home busy eating TV dinners - watching a disgustingly dirty creepy-crawly curling up and twitching its last inevitably halts the passage of fork to mouth... and the brand that's flashed on the screen is immediately associated with the morsel stuck in your craw and the wave of revulsion you find yourself tussling with.

I really feel that when it comes to advertising insect-killing products animation is the only route to go. I'm grateful to Raid who seems sensitive to this - I can carry on chewing blissfully unperturbed while watching their cartoon ads. As both ads tell me very little other than their product kills insects effectively, Raid's consideration for us finer-feelinged folk is enough for me to buy their brand over the next.