TIKI Brand is calling it like it is in a new campaign for its Plug & Repel product: mosquitoes are jerks. Created with independent agency Cramer-Krasselt, the national effort launched March 9 and centers on a 30-second spot that personifies mosquitoes as the worst kind of party guests, the ones who show up uninvited, bring friends, and leave a welt instead of a tip.
The campaign is running across CTV, social, YouTube, influencer partnerships, retail media, and search, with targeted buys in mosquito-heavy East Coast and Southern markets.
The work is designed to spotlight the product’s simplicity. TIKI’s Plug & Repel lets consumers swap a bulb in an existing string light for a repellent unit, turning an outdoor lighting setup into mosquito protection with minimal effort. The campaign’s line, “Screw Out. Screw In. Screw Mosquitos,” leans into that ease while giving the category a more irreverent voice than the usual fear-based functional messaging. A companion 15-second spot titled “Zero Social Skills” extends the same idea, positioning mosquitoes not just as annoying, but flat out unwanted. Watch below:
“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.”
“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.”
CREDITS:
BRAND: TIKI Brand
- Chris Wisener – Group President, W.C. Bradley Co
- Jennifer Aspenson – Brand Manager, Lamplight
AGENCY: Cramer-Krasselt
- Betsy Brown – Managing Director
- John Freckmann – Director of Account Management
- Scott Shulick – Director of Insight and Strategy
- Kelly Vogt – Group Account Director
- Lauren Glazier – Account Director
- Todd Stone – Executive Creative Director
- Chad Verly – Creative Director
- Mallory Kubenik – Senior Art Director
- Tim Halverson – Senior Copywriter
- Brian Cooper – Executive Director of Production Operations
- Maria Frost – Executive Director of Social & PR
- Kelsey Kruzel – Social & PR Group Director
- Micah Shroeder – Social & PR Supervisor
- Emma Maring – Social & PR Manager
PRODUCTION COMPANY: Sarofsky Design
- Executive Creative Director: Erin Sarofsky
- Creative Lead: Duarte Elvas
- Head of Production: Joel Signer
- Senior Producer: Dylan Ptak
- Lead Design: Marta Kochanek and Barbara Gibson
- Design: Isabella Lion and Evan Eggers
- Design/Animation: Nick Gardner and Davis Chu
- Editorial Support: Cassandra Tyler
- Finishing: Henry Smalstig, Rafael Sousa
ALSO READ:
Reel Chicago Post House of 2025: The Colonie
