This campaign was run in various insurance underwriter magazines to launch Catlin’s Product Contamination insurance. In order to stand out from the swarm of clutter, this quarter-page ad needed to shock and awe. So what does it better than a rat in a bottle? According to the client, this ad got an infestation of calls and pellets of controversy. If their goal was to stand out from the pack and introduce this product with a bang, I say mission accomplished.