Samir Mallal of Smuggler directed this spot, which is the first in Dell’s “Future Ready” campaign out of Y&R New York and VML NY.
Titled “Beat Again,” the ad tells a touching story, set in the not-too-distant future, of how technology–from networking to cloud storage to predictive analytics software–can lead to the perfect organ donor match for a young girl with a heart defect.
Client Dell Agency Y&R New York Jim Othmer, global creative director; Yuni Son, art director; Tom Jackson, copywriter; Bobby Jacques, sr. content producer. VML New York Hunter Eshelman, creative director. Production Smuggler Samir Mallal, director; Chris Soos, DP; Drew Santasiero, exec producer; John Benet, producer. VFX Framestore Derek Macleod-Veilleux, exec producer; Raul Ortego, creative director/VFX supervisor; Nate Diehl, 3D supervisor; Akira Thompson, Zack Lyndon, Mark Lopez, design; Hieu Phan, Thomas Smith, Ricky Weissman, Denis Kozyres, 2D; Russell Miller, James Dick, Kwan An, Patrick Ross, Tucker Prisco, Seth Gollub, 3D. Editorial Cutters NY Steve Bell, editor; Elizabeth Krajewski, exec producer; Julia Pepe, producer; Casey Swoyer, assistant editor. Post Company 3 Tom Poole, colorist. Audio Sound Lounge Tom Jucarone, mixer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
