{"id":20003,"date":"2019-06-10T17:56:00","date_gmt":"2019-06-10T21:56:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20003"},"modified":"2026-09-17T17:58:08","modified_gmt":"2026-09-17T21:58:08","slug":"the-raid-bugs-characters-we-love-to-hate","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-raid-bugs-characters-we-love-to-hate\/20003\/","title":{"rendered":"The Raid Bugs: Characters We Love To Hate"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nobody loves summertime more than bugs, especially the <a href=\"https:\/\/www.raid.com\/en-us\" target=\"_blank\" rel=\"noreferrer noopener\">Raid<\/a> Bugs.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Raid ad, 1982\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/WLVvugmEe6U?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Raid Bugs sure do love to make your life miserable. From roaches to flies, these uninvited guests are here to spoil picnics and invade cupboards all summer long. Only Raid, the insecticide famous for its \u201ckilling bugs dead\u201d tagline can stop these icky critters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not often that we highlight characters we love to hate or, y\u2019know, <a href=\"https:\/\/popicon.life\/how-to-direct-a-rice-krispies-photo-shoot-starring-snap-crackle-and-pop\/\" target=\"_blank\" rel=\"noreferrer noopener\">advocate killing the star<\/a>. However, the Raid Bugs aren\u2019t your ordinary icons. Sure, they\u2019re a little gross but they\u2019re also really (really) funny \u2014 and have a terrific backstory behind their creation.<\/p>\n\n\n\n<h3 id=\"h-animating-early-raid-commercials-with-tex-avery\" class=\"wp-block-heading\"><strong>Animating Early Raid Commercials With Tex Avery<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Raid was first developed in 1956. Samuel C. Johnson, great-grandson to the founder of S.C. Johnson, helped pioneer its creation. The insecticide was on the market for a couple of years before approaching ad agency Foote, Cone &amp; Belding in 1963. Raid needed a new ad campaign. They already had the famous slogan \u201cRaid Kills Bugs Dead.\u201d Now, they needed characters more likely to <em>bug<\/em> audiences.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/06\/raid_bugs_1960.png\" alt=\"raid_bugs_1960\" class=\"wp-image-10556\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">For a short time, the bugs associated with Raid were fairly faceless enemies. Animator Tex Avery produced early spots, famous for his work with <em>Looney Toons<\/em> icons like Bugs Bunny and Daffy Duck. His Raid Bugs were far from cute and loveable with a sinister agenda. I mean, look at that illustration they\u2019ve drawn up of a human being as their dinner \u201cmenu.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/06\/raid_bugs_1960_2.png\" alt=\"raid_bugs_1960_2\" class=\"wp-image-10557\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t worry: these nasty bugs get what\u2019s coming to them with a spray of Raid.<\/p>\n\n\n\n<h3 id=\"h-meet-the-bug-man-don-pegler\" class=\"wp-block-heading\"><strong>Meet The Bug Man, Don Pegler<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/06\/don_pegler.jpg\" alt=\"don_pegler\" class=\"wp-image-10554\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Don Pegler, an illustrator at FCB, was just the man for the job to give these creeps a bit of personality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a 2010 interview with illustrator <a href=\"https:\/\/www.davesink.com\/ink-blog\/exclusive-interview-with-raid-bug-creator-don-pegler\" target=\"_blank\" rel=\"noreferrer noopener\">Dave Wittekind<\/a>, Pegler revealed he learned animation from a former Disney man while working at a Chicago studio called Cartoonists, Inc. Pegler had also been a magazine illustrator and an animator, working each role for five years.<\/p>\n\n\n\n<h3 id=\"h-pegler-s-new-and-improved-raid-bugs\" class=\"wp-block-heading\"><strong>Pegler\u2019s New And Improved Raid Bugs<\/strong><\/h3>\n\n\n<p><a href=\"https:\/\/youtu.be\/S_0--PQqytU\">https:\/\/youtu.be\/S_0&#8211;PQqytU<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 1963, Pegler started adding his own unique spin to the Raid Bugs. Pegler worked alongside copywriter <a href=\"https:\/\/www.chicagotribune.com\/news\/ct-xpm-2012-01-02-ct-met-obit-pegler-20120102-story.html\" target=\"_blank\" rel=\"noreferrer noopener\">Rick Steinman<\/a> to hit refresh on the characters.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/06\/raid_bugs.png\" alt=\"raid_bugs\" class=\"wp-image-10555\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Raid Bugs now had human expressions, but remained extremely unappealing. The bugs were putrid shades of green and brown. They were dirty, unkempt, and rude. That was kind of the point to reinventing the character wheel: nothing to like here, folks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wouldn\u2019t you know it? The new ad campaign worked. Their gross habits and slovenly behaviors became an instant hit with audiences.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/06\/raid_bugs_1990s.png\" alt=\"raid_bugs_1990s\" class=\"wp-image-10558\"\/><\/figure>\n\n\n\n<h3 id=\"h-raid-bugs-throughout-the-decades\" class=\"wp-block-heading\"><strong>Raid Bugs Throughout The Decades<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As the decades progressed, so did their scenarios. Throughout the 1960s and 1970s, the Raid Bugs dressed up as motorcyclists and acted as gangsters gambling in card games.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Raid ad, 1975\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/LSdJWSU2T_c?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despite their best efforts, these bugs never strayed too far from Raid\u2019s \u201cradar.\u201d Raid lived up to its slogan to kill bugs dead, and Pegler spent more than 40 years animating blowing away wisecracking bugs with a canister of Raid.<\/p>\n\n\n\n<h3 id=\"h-don-pegler-s-legacy\" class=\"wp-block-heading\"><strong>Don Pegler\u2019s Legacy<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/06\/raid-roach.jpeg\" alt=\"Raid Roach\" class=\"wp-image-10561\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In 2015, the <a href=\"https:\/\/www.prnewswire.com\/news-releases\/sc-johnsons-raid-bugs-dead-on--honored-as-one-of-advertisings-10-greatest-icons-300080249.html\" target=\"_blank\" rel=\"noreferrer noopener\">Raid Bugs were inducted<\/a> into the Museum of Broadcast Communications \u201cA Salute To Advertising\u2019s Greatest Icons.\u201d The event highlighted 10 of the ad industry\u2019s most iconic characters, including the Pillsbury Doughboy, Ronald McDonald, Tony the Tiger, and more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s impossible to imagine the Raid Bugs where they are today without Don Pegler\u2019s illustrations. Pegler passed away in 2011, but his legacy lives on and his iconic illustrations remain preserved.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/06\/raid_bugs_don_pegler.png\" alt=\"raid_bugs_don_pegler\" class=\"wp-image-10563\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A few years ago, The Kalo Foundation of Park Ridge, Illinois hosted an <a href=\"http:\/\/iannellistudios.org\/don_pegler.html\">exhibit dedicated to Pegler\u2019s illustrations<\/a> and artwork. Prior to his passing, Pegler was a board member for the foundation.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/06\/raid_bugs_kalo_shop.png\" alt=\"raid_bugs_kalo_shop\" class=\"wp-image-10562\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The exhibit allowed fans a once-in-a-lifetime chance to view his ideas for the Raid Bugs as they became sketches then storyboards to Raid\u2019s successful ad campaigns.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Nobody loves summertime more than bugs, especially the Raid Bugs. The Raid Bugs sure do love to make your life miserable. From roaches to flies, these uninvited [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20004,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20003","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Raid Bugs: Characters We Love To Hate | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-raid-bugs-characters-we-love-to-hate\/20003\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Raid Bugs: Characters We Love To Hate\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor Nobody loves summertime more than bugs, especially the Raid Bugs. 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