The Marketing Standard
Wed, 09 Mar 2016 21:23:39 GMT
With a name as patriotic as U.S. Pest Protection, BOHAN Advertising felt an eagle was an ideal mascot for the regional pest company’s recent branding, identity and marketing initiatives. After all, the eagle is our national bird.
Enter Eagle Steve, the super hero star of U.S. Pest Protection’s television campaign. Eagle Steve soars down from the sky, snatching pesky rodents in his talons and protecting consumers' homes from critters of all shapes and sizes. Steve, as envisioned and brought to life by BOHAN, truly delivers on the brand’s promise: “We do whatever it takes to protect what matters most.”
“The pest control market can be boring and predictable. Eagle Steve grabs viewers immediately with fast-paced imagery and a theme song that’s sure to stick in your head. We created Eagle Steve with the full trust and confidence of a very brave client and we can’t wait to unleash him on the public,” explained Tim Delger, Group Creative Director at BOHAN. Added Bridget Deenihan, ACD and Copywriter at BOHAN, “The spirit of the campaign, that the company goes above and beyond in serving its customers, comes directly from its leaders. And while the tone of the spot is funny, the promise of performance, service and value is very serious.”
The spot opens with a shot of a woman standing on a chair with the word HELP, in comic-style bold letters imposed on the shot. We then see Eagle Steve soaring above a U.S. Pest Protection truck on its way to save the day. Another shot shows Eagle Steve at his desk, reading a newspaper with the headline “Local Hero Saves the Day.” His red phone r-r-r-r-ings and he takes off, feathers flying, to help his next customer.
“This is probably the craziest idea we’ve ever done. But we trust our agency partners at BOHAN and know Eagle Steve will have a significant positive impact on our business. We’re not a national company with a big budget, so it was important this campaign be something that stands out and separates us from the competition,” said Erica Brister, President of U.S. Pest Protection.
In addition to the 30-second spot, BOHAN developed a full brand and identity program for the company including a logo, website, service vehicle graphics, business cards and employee uniforms.
BOHAN enlisted director John Deeb of DEEB Studios to bring Eagle Steve’s heroic persona to life. The production team partnered with John E. Kennedy, a veteran puppeteer whose client roster includes The Jim Henson Company and Sesame Street. Original music for the spot was created by Nashville musician Mike Fiorentino.
Eagle Steve can be seen on air on regional local television stations in the Middle Tennessee region and online.
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Genres: Comedy, People, Animation
Categories: Home, Cleaning ProductsThe Marketing Standard, Wed, 09 Mar 2016 21:23:39 GMT