Raid; In the West, bugs fear death; in China, bugs fear Homocidal Anime Devils.

This campaign seemed off the mark when I first viewed it, but considering the results of the campaign (ie: measured by China internet buzz) serves as a reminder that you never know until you see the numbers.

And you thought bugs were your biggest problem.

In this series of ads, we’ve got some anime-like art depicting… well, I’m not sure. The copy of the ad reads: “In the bug’s eyes, devils are less fearful than you.” Based on this copy it leads me to believe that the illustration is not represntative of a devil, but is actually the reader (or how the reader appears to the bug); how very flattering for the reader eh?

My first impression though is that main charecter of the ad represents how Raid is viewed by the bugs. At this point, rather then getting farther into the meta-meaning of this ad; which I’m sure has become boring by now; I’ll just show you a couple pics of Raid’s advertising overseas, for a point of comparison, and then leave you, my non-homicidal-devil-anime reader to draw your own aesthetic conclusions.

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Ad agency(china): ODD NUMBER THREE CHONGQING 
Creative Director: Jian KUANG 
Copywriter: Jian KUANG
Art Director: Chengzhi LIU

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Ad agency(Romania): DRAFTFCB Bucharest
Illustrator: Valentin Petridean 
Creative Director: Dragos Radulescu 
Art Director: George Grosescu
Copywriter: Dan Bondrea, Adina Stanescu

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Tagged as: anime, bugs, devils, Raid