You see a large cockroach on your floor. If you don't scream and run the other way, you might try to kill it. But it won't squash like a normal roach. So you pick it up, and then you see the advertisement printed on the bottom of it: "See how easy it is to get into your house? D.D. Drin. Insect Elimination."

This scenario may happen to you, because fake slogan-bearing roaches are apparently being slipped beneath people's doors as part of a marketing campaign designed by Master Comunicacao, a Brazilian ad agency (as reported by AdArena). I don't know why the ad is in English if the agency is Brazilian.

Ironically enough, given this campaign, in the advertising industry consumers themselves are sometimes referred to as roaches. Thus 'roach baiting' refers to the practice of hiring cool-looking people to hang out in public and visibly use a product. The cool-looking person is supposed to serve as a trendsetter who influences roaches (i.e. the consumers) to follow his or her lead.