Raid Night&Day: Sleepless

The idea is based on the German saying “aus einer Mücke einen Elefanten machen” (to make an elephant out of a mosquito) which is the equivalent of “to make a mountain out of a molehill”.

Advertising Agency: DRAFTFCB, Hamburg, Germany
Creative Director: Bill Biancoli
Art Director / Illustrator: Vitali Nazarenus
Copywriter: Maike Lefeldt
Published: April 2009

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16 comments

Guest's picture
Guest

ach die Maike :) gut gut.

Ad_Man's picture
Ad_Man
828 pencils

really? fear of mosquitoes?

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Guest's picture
Guest

Moqsuitoes are the deadliest known disease vectors in the world, so there's good reason to be afraid of something so small and annoying.

Wordnerd's picture
Wordnerd
6662 pencils

since it's based on a german phrase this doesn't count. There are no mosquitos in germany. And 'Mücken' don't carry serious diseases as far as i know.

like the execution btw. but i'm no fan of the line. what is the german one?

Guest's picture
Guest

If there really are no mosquitoes in Germany, then why did this ad come out in the first place? And why is Raid being marketed over there?

FYI, mosquitoes are known vectors for malaria, filariasis/elephantiasis, yellow fever, dengue fever, and encephalitis, to name a few.

Wordnerd's picture
Wordnerd
6662 pencils

yes, but mosquitos are a different species. in germany we got Stechmücken. and those are just annoying, not lethal. so i mean: saying mosquitos are dangerous doesn't work in germany, and this german phrase doesn't work, where they are dangerous.

but i'm not sure they even try to make this message so serious. they could just refer to the sound they make in the dark. that freaking me out allright

Guest's picture
Guest

The German line is: "Damit eine Mücke nur eine Mücke bleibt."

Wordnerd's picture
Wordnerd
6662 pencils

Danke! Ähm, aber sollte eine Mücke mit Raid nicht genau KEINE Mücke bleiben? ;)

Guest's picture
Guest

Eine Mücke, die nachts im Schlafzimmer um meine Ohren kreist, ist MEHR als eine Mücke... sie ist eine Nervensäge!!!

Aber, wenn man sich um diesen Quälgeist keine sorgen mehr zu machen brauch (weil man weiß, dass er nicht lange überlebt!),
ist eine Mücke einfach nur ein kleines Insekt....

So hab ich es zumindest verstanden.

Wordnerd's picture
Wordnerd
6662 pencils

ja, schon klar. Aber "damit eine Mücke nur eine Mücke BLEIBT" ist für ein Insektenspray eine ziemlich lustige Botschaft, findste nicht?

Guest's picture
Guest

Ok...jetzt wo du es sagst, find´ ich es auch lustig :)

Guest's picture
Guest

no, there is not. unless u live in africa maybe.

Guest's picture
Guest

really poor concept. too hard to get without an explanation.

Guest's picture
Guest

Poor concept? That's subjective. It's only hard to get without an explanation if you're not from Germany (or are not familiar with German society). I'm not German myself, but I don't find it hard to appreciate the thought behind the ad.

Guest's picture
Guest

Well, I'm not German. And I still got it.
Good job.

Guest's picture
Guest

I'm Russian and idea is absolutely clear to me. We used to say :"Делать из мухи слона" - the meaning is the same.

Great ad! I like it.

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