Tiger Brands - Doom Insecticide

For more than 60 years, Doom has been known in South Africa for one thing: killing bugs fast. But beyond its effectiveness, the brand has also become part of local culture, often popping up in jokes, memes, and social commentary. That playful spirit inspired a campaign that used humor to stand out in a category dominated by serious, instructional messaging.

The idea came from a familiar experience. A bug enters the house and you grab whatever is nearby, whether it's a slipper, magazine, or dishcloth, to swat it. But what happens when you miss? Instead of killing the bug, you've only made it angry.

The ads followed three angry bugs plotting revenge on the people who tried, and failed, to kill them. Their increasingly ridiculous plans served as a reminder that the whole situation could have been avoided with Doom. The result was a funny, memorable way to showcase the brand’s fast and effective killing power.