A clever advertisement harkens back to a low-tech method of getting rid of insects

A clever Mat Inset insecticide advertisement functions as both a graphic ad and a practical, old-fashioned way to kill pesky insects. The ad features an image that mimics the insecticide’s spray bottle packaging and encourages readers to remove the insert and wrap it around the rolled-up magazine to make an age-old insect whacking instrument. “Discover two ways to kill insects,” the copy reads. “Both are fragrance-free.”

WMcCann Brazil creative director Sérgio Franco told AdWeek, “There was definitely no need for technology or apps to explain a gesture that people know, such as getting rid of mosquitoes with a roll-up magazine. This is not augmented reality—it is just reality.”

The cheeky insert was included in select issues of Veja magazine.

Mat Inset | WMcCann Brazil

A clever Mat Inset insecticide advertisement functions as both a graphic ad and a practical, old-fashioned way to kill pesky insects. The ad features an image that mimics the insecticide’s spray bottle packaging and encourages readers to remove the insert and wrap it around the rolled-up magazine to make an age-old insect whacking instrument. “Discover two ways to kill insects,” the copy reads. “Both are fragrance-free.”

WMcCann Brazil creative director Sérgio Franco told AdWeek, “There was definitely no need for technology or apps to explain a gesture that people know, such as getting rid of mosquitoes with a roll-up magazine. This is not augmented reality—it is just reality.”