Tight budget. Tight deadline. Tight camera work. 
The idea came from the fact that even though everyone wants mice to die, not many people want to see it happen. Launched during pest control month, it featured mice meeting untimely deaths inside their mouse holes. You don’t see it happening, the power is in what you hear happening. Welcome to theater of the mind rodent style. A few months later d-Con's main competitor tried to copy the idea. Very badly.


Print campaign along the same lines. Again, the power is in the mind, as Alfred Hitchcock would say.