Well, the other day I asked a friend politely "how are you?" and his answer was "nothing new". To which I said "well, that's good news, because whenever there's something new, it's always a bad surprise". Which brings us to Siad - pest control. "Enough startling surprises" - referring to unwelcome pests. Actually, the ad does make you look and the line is too easy to understand as you drive by. So it is an ad that works, because the line is short, easy, memorable and does refer to the product in question. And yes, you can see the spider (itsy bitsy) and the expression of the woman. I said it before, easy does it in advertising.