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People shouldn’t kid themselves, killing off insects with products such as the one advertised in the Vape Super KO2 campaign is painful. This ad campaign doesn’t pretend to hide the truth. It illustrates quite dramatically, and slightly adorably, how Vape really works. It sets traps that eliminate these creatures from dark corners and cramped spaces in the home.

The Vape Super KO2 campaign was conceived and executed by ImpactBBDO, an ad agency based in Dubai, United Arab Emirates. Centering around images such as an electric chair and lethal injections, this ad campaign also brings to mind the death penalty, which is at least quicker inflicting severe pain slowly.

Art directed by Richard Lopez, the Vape Super KO2 campaign was illustrated by Norman Seharsoji.