Amazon’s new brand campaign out of agency 72andSunny Los Angeles offers creative interpretations of real customer reviews. This hero film titled “Tent”–directed by Gary Freeman via production house MJZ–sprung from an actual review which read, “Bought a tent for their beds…Gave them a new world.”
“Tent” features an expectant mother who already has two young, rambunctious boys. She watches as her boys struggle for autonomy and space in a shared room. She gets an idea to solve this problem by ordering two separate bed tents, purchased easily on Amazon. The boys create their own worlds, and in doing so, mom finds an unexpected way to bring them closer together.
Matt Murphy, chief creative officer at 72andSunny, said, “After reading thousands of customer reviews on Amazon, it felt like we were getting a peak into what the brand means to people. The stories in the reviews told us not just about buying things, but that it’s what people do with the things they buy that matters.”
Credits
Client Amazon Agency 72andSunny Los Angeles Matt Murphy, chief creative officer; Lauren Smith, executive creative director; Scott Reedy, Shawn Raissi, creative directors; Kailey Riggen, sr. designer; Lulu Wimberly, sr. writer; Mike Farrell, design director; Lora Schulson, head of production, North America; Nicole Hasse, director of production, L.A.; Rebecca Wilmer, executive producer; Elena Licursi, jr. producer. Production MJZ Gary Freeman, director; Nicolas Karakatsanis, DP; Laura Macauley, sr. exec producer; Sara Cummins, producer; Natalie Isaac, production manager. Production Services 24/7 Niklas Murray, EP/managing director; Tanya Sokolova, exec producer. Editorial Union Graham Turner, editor; Joe Schiffer, sr. cutting assistant; Michael Raimondi, president/managing partner; Lillian Ghodoushim, producer. Finishing Hunter Logan Aries, exec producer; Carolyn Woods, Flame; Scott Talbot, animator. Color Grade Company 3 Matt Osborne, colorist; Dan Butler, producer. Sound Beacon Street Studios Rommel Molina, mixer/sound designer; Kate Vadnais, exec producer.
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
