A new campaign, titled “What’s the Matter with Owen,” includes a series of television spots that tells the story of a college graduate who has just been hired as a programmer at GE. Thrilled with the new job, Owen will apply his skills to developing programming that helps revolutionize the way the world works. But much to his surprise, his family and friends think GE is just a manufacturing company.
In the commercial titled “Zazzies,” Owen’s job doesn’t look quite as thrilling as the new gig another colleague has landed–a job with an inane app development company called Zazzies.
The overall campaign introduces us to Owen, a programmer for the digital industrial age. Later this month, Owen will take over GE’s owned social media channels to talk about his early days on the job while posting behind-the-scenes moments.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Michael Aimette, executive creative director; Judd Counsell, creative director/copywriter; Anne Lac, creative director/art director; George Sholley, executive producer; Theresa Reyes, producer; Joe Croson, associate director of interactive production; Mo Twine, interactive producer; Jason Merenda, Jessica Andrew, Jorge Brake, designers. Production Anonymous Content Tim Godsall, director; Rick Jarjoura, exec producer; Betsy Oliver, line producer. Editorial Arcade Edit Greg Scruton, editor; Laurel Smoliar, assistant editor; Sila Soyer, exec producer; Joanna Hall, producer. Audio Post Sonic Union
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 filmโs 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 childโs 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 โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More