Zevo takes pest control to the Super Bowl

Zevo is bringing household pest control into the Super Bowl conversation with a campaign that reframes the idea of the most valuable player by positioning home hosts as the real heroes on game day.

As the Official Bug Defense Partner of Super Bowl LX, the brand has launched I Need a Zevo, a campaign created by Cincinnati-based agency Curiosity. The work centres on a familiar hosting disruption: a single flying insect that derails preparations just as guests are about to arrive. Set to a recognisable earworm, the campaign shows how quickly one bug can pull someone out of the moment and how Zevo’s Flying Insect Trap is positioned as a simple solution.

Reframing the Super Bowl MVP at home

The campaign demonstrates how hosts can stay focused by plugging in Zevo’s Flying Insect Trap, which is designed to attract and trap flying insects around the clock. The messaging leans into the idea of maintaining control during key hosting moments, particularly when preparing food for guests.

To reinforce the theme, Zevo has partnered with NFL quarterback Trevor Lawrence and Marissa Lawrence, who appear in the campaign highlighting everyday distractions at home.

Trevor Lawrence: "Whether on the field or cooking a meal, nobody wants distractions pulling them out of the moment."

Marissa Lawrence: "The last thing I want to worry about is a fly hovering over food we’re planning to serve Shae. Zevo gives you the home field advantage against bugs so you can be the hero of your home and stay focused on your guests, not the pests."

Turning everyday pests into game-day pressure

The creative focuses on common hosting frustrations, from fruit flies near food to gnats circling snacks, positioning them as distractions rather than major problems. By removing those interruptions, the campaign highlights a sense of calm and control that allows hosts to enjoy the occasion.

The I Need a Zevo platform also avoids the visual and sensory cues associated with traditional pest solutions, instead presenting the product as discreet and suitable for use in shared living spaces.

Targeted Super Bowl rollout strategy

Zevo’s Super Bowl activity marks the brand’s first appearance around the Big Game, with a rollout strategy that prioritises regions where flying insects are a year-round concern.

Rob Reinerman, Vice President, Procter & Gamble Ventures: "We’re debuting Zevo’s first-ever Super Bowl campaign our own way, strategically targeting markets where temperatures are higher and flying insects are top of mind for consumers year round. By debuting our I Need a Zevo campaign in the south first, we can help showcase our efficacy as the rest of the nation warms up, driving relevant conversations that will spread as the seasons change."

The Flying Insect Trap uses blue and UV light to attract insects continuously and is designed to integrate into kitchens and other shared areas of the home. The campaign positions the product as part of everyday hosting rather than a seasonal or reactive solution.

www.zevoinsect.com

www.pg.com

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