The best moments outside happen when we are fully present, gathered with friends and family, and unplugged from daily stress. The only thing that can ruin those moments? Mosquitoes.
TIKI Brand is introducing a new campaign for its Plug & Repel product that says what everyone is thinking: “Mosquitoes Are Jerks”. The :30 hero personifies mosquitoes through sharp puns, framing them as the worst kind of houseguests: they show up uninvited, bring their friends, and leave a welt in place of a tip. By simply swapping a bulb in your existing string light with a TIKI Plug & Repel, consumers can protect their outdoor spaces with minimal effort. The tagline, “Screw Out. Screw In. Screw Mosquitos”, underscores just how easy it is to use the product.
“TIKI has always been about elevating outdoor experiences”, said Chris Wisener, Group President at W.C. Bradley Co. “Consumers don’t want complicated setups; they want something that fits seamlessly into the spaces they’ve created. Cramer-Krasselt helped us capture the shared frustration we all feel about mosquitoes and the ease that TIKI Plug & Repel provides in combating them”.
A :15 vignette, “Zero Social Skills,” extends the idea, reinforcing that mosquitoes aren’t just annoying, they’re unwanted.
“We saw a rare opportunity to rally around something that literally everyone can agree on—Mosquitoes are jerks” said Todd Stone, Executive Creative Director at Cramer-Krasselt. “In a category that typically touts functionality and preys on fear, we leveraged humor, a distinctive animation style and a collective hatred of these unwanted party guests”.
Developed in partnership with independent agency Cramer-Krasselt (C-K), the fully integrated campaign builds on a successful platform while evolving it with a bold new animation style designed to break through category clutter.
The national campaign launches today across CTV, social, YouTube, influencer partnerships, retail media, and search, with targeted media in key-mosquito prone markets across the East Coast and Southern United States.
