Most bugs in bug-spray ads are specialists in the gruesome death - crossed eyes, twisted limbs, constellations of stars marching around their heads. It's an act, and they do it well. Not so Mr. Doomed Roach. He didn't see it coming. A spray? Yes, he might have expected that. A heel? Sure. But the brutal axe in the back? Never. What lends his life added pathos is his attempt to dress like his oppressors - note the hat and other garments. It was as if he believed these talismans of human appearance would keep him from a grisly fate. He's healed now, although he is a little skittish and takes a while to trust people. You can see why.