Retailers pick radio spot as their favorite.

A radio spot for a pest control service beat out television spots from such major retailers as Wal-Mart and JC Penny for the top honor at the annual RACie Awards sponsored by the Retail Advertising and Marketing Association.

The DeVito/Verdi ad for Ehrlich used humor to get its point across.  Agency president Ellis Verdi says, “A strong, simple idea that resonates will always win regardless of the magnitude of its competition or the size of their budgets.”  DeVito/Verdi dominated the broadcast radio award category, with the four finalists among its client roster.  The Ehrlich spot took the radio gold medal, competing against two spots for National Thoroughbred Racing and one for Legal Sea Foods.

DeVito/Verdi has been a big fan of radio and has several Radio Mercury Awards to its credit, including two $100,000 grand prizes.

Listen to the winning spot HERE.