A creepy crawly ad by Saatchi

The visual shows an old man changing an Osram light bulb and simultaneously having to empty out a mass of dead bugs from the light cover, alluding to just how long Osram light bulbs last.

The creative team actually collected hundreds of real dead bugs from different people's light boxes and covers for the shoot - all in the name of authenticity.

"When one considers that an Osram incandescent fluorescent (like the Duluxstar bulb) saves up to 80% more energy than a normal Edison bulb, it's not a far-fetched scenario," explains Saatchi & Saatchi Creative Director, Rajesh Ranchod.

The Osram 'Bugs' advertisement recently won first place in the AAA Ad of the Month, newspaper category.