Doomsday for Pests
"The insect world's greatest nightmare!"
Plot
In this unique animated documentary, a community of insects gathers in a dark theater to watch a film about their impending doom. The bugs, facing mounting casualties from an unknown threat, learn through the documentary that Sherwin-Williams has developed a revolutionary new pesticide coating called PESTROY. The film-within-a-film demonstrates how this lethal coating works, showing microscopic views of insects meeting their fate upon contact with treated surfaces. The insect audience reacts with horror and despair as they realize their species faces extinction from this commercial product. The narrative serves as both a dark comedy and an effective advertisement for the pesticide's deadly efficiency.
About the Production
Commissioned as an industrial film to promote Sherwin-Williams' PESTROY pesticide coating. The film utilized a meta-narrative structure with insects as the audience, creating an unusual perspective for an advertising piece. The animation style was typical of 1940s commercial animation, with exaggerated character designs to create both humor and impact. The production likely used traditional cel animation techniques with limited animation to control costs.
Historical Background
This film was produced in 1946, immediately following World War II, a time when chemical pesticides were seen as miracle solutions to agricultural and household pest problems. DDT, which would have been a key ingredient in PESTROY, had been widely used during the war to control malaria and typhus, earning its discoverer a Nobel Prize. The post-war era saw a massive expansion in the chemical industry and consumer products. Industrial films were booming as companies sought new ways to reach consumers and business customers in the prosperous post-war economy. This film reflects the uncritical optimism about chemical solutions that characterized the period, before Rachel Carson's 'Silent Spring' (1962) would raise awareness about pesticides' environmental dangers.
Why This Film Matters
While not a mainstream cultural phenomenon, 'Doomsday for Pests' represents an important artifact of mid-20th century advertising and corporate communication. It exemplifies the era's faith in chemical solutions to everyday problems and the sophisticated marketing techniques companies employed. The film's meta-narrative approach shows how even industrial advertising was experimenting with creative storytelling. As a historical document, it provides insight into post-war consumer culture, the rise of the chemical industry, and the evolution of advertising techniques. It also serves as a time capsule of attitudes toward pest control before the environmental movement would dramatically change public perception.
Making Of
This film was created during the post-WWII boom in industrial film production, when companies increasingly turned to motion pictures as marketing tools. The animation was likely produced by a contracted studio specializing in commercial work, as major animation studios like Disney or Warner Bros. rarely took on such projects. The creative team faced the unique challenge of making an advertisement engaging while maintaining the corporate message. The decision to use insects as sympathetic protagonists watching their own doom was a bold creative choice that added depth to what could have been a straightforward promotional piece. The film's production would have involved storyboarding, voice work for the insect characters, and careful synchronization of animation with the educational content about PESTROY.
Visual Style
The animation style reflects typical 1940s commercial animation techniques, with bold outlines, limited movement to control costs, and character designs that balance realism with cartoon exaggeration. The film-within-a-film structure allowed for visual variety, contrasting the dark theater setting with the microscopic views of pesticide action. Color would have been used effectively to show the contrast between untreated and treated surfaces, and to create visual impact in the death sequences. The animation likely used standard cel techniques with backgrounds painted to establish the insect theater setting.
Innovations
While not groundbreaking in technical terms, the film demonstrated creative use of animation for corporate messaging. The meta-narrative structure was innovative for industrial advertising. The film effectively combined entertainment with educational content, a balance that many corporate films struggled to achieve. The use of microscopic perspective to show pesticide action was a clever visual solution for explaining chemical processes to a general audience. The animation successfully created empathy for insects while simultaneously promoting their destruction, a complex emotional balancing act.
Music
The musical score would have been typical of 1940s commercial animation, featuring light, comedic music for the theater scenes and more dramatic, ominous music for the pesticide demonstration sequences. Sound effects would have been crucial in establishing the insect world and demonstrating the lethal effects of PESTROY. Voice acting would have been used for the insect characters, likely with exaggerated performances to enhance the dark comedy elements. The narration for the documentary portion would have been delivered in a serious, authoritative tone typical of educational films of the era.
Famous Quotes
The end is near for all insect kind!
PESTROY - the final solution
They call it progress, we call it doom
Memorable Scenes
- The opening scene showing insects gathering in a makeshift theater, their worried faces illuminated by the screen light as they prepare to watch the documentary about their own destruction
Did You Know?
- This is an example of a sponsored film, a common practice in the 1940s where companies commissioned films to promote their products
- The film's meta-narrative structure (insects watching a film) was innovative for industrial advertising of the era
- PESTROY was a real Sherwin-Williams product that contained DDT, which was widely used before its environmental dangers were known
- The film represents an early example of using animation for pest control education
- Industrial films like this were often shown to trade groups, sales meetings, and sometimes in theaters as short subjects
- The dark humor approach was unusual for corporate advertising of the period
- Many industrial films from this era have been lost due to lack of preservation efforts
- The film likely used limited animation techniques to reduce production costs
- Sherwin-Williams was one of many companies that used film as a marketing tool in the post-WWII era
- The insect characters were designed to be relatable despite being the 'villains' from a human perspective
What Critics Said
As an industrial film, 'Doomsday for Pests' was not subject to mainstream critical review. Its reception would have been evaluated primarily by Sherwin-Williams executives and their marketing team based on its effectiveness as a sales tool. Trade publications covering advertising and industrial films might have noted its creative approach, but such reviews are not readily available in historical records. Modern film historians and archivists who have encountered the film often cite it as an interesting example of corporate animation and post-war advertising.
What Audiences Thought
The intended audience consisted primarily of business customers, pest control professionals, and possibly general audiences as a theatrical short. Viewers would have found the dark humor and insect perspective unusual for a corporate film. The effectiveness of the message likely varied - while the entertainment value was high, the educational content about PESTROY's effectiveness would have been the primary goal for Sherwin-Williams. The film's theatrical potential would have been limited by its commercial nature, but it may have been shown as part of educational programs or trade demonstrations.
Film Connections
Influenced By
- Disney educational films
- Warner Bros. cartoon style
- Industrial film conventions
- Post-war advertising techniques
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Film Restoration
Likely poor - industrial films from this era were rarely preserved systematically. May exist in corporate archives or specialized film collections. Some copies might be held by film archives specializing in industrial or advertising films.