Created by BBDO New York and directed by Jess Coulter of O Positive, this PSA for the American Red Cross shows that while time is precious, we frequently spend it on low priority activities. Titled “You’ve Got Time,” the spot departs from the emotional storytelling norm of the American Red Cross, and deploys in a good-natured way a catchy new song and a touch of humor to show people that everyone has time to make a potentially lifesaving change–in this case to volunteer time for the installation of smoke alarms to protect people and communities from fire danger.
More people die every year from home fires than all natural disasters combined. Smoke alarms can cut the risk of death in half, yet many households still lack working smoke alarms. That’s why the American Red Cross is rallying thousands of volunteers to install 50,000 free smoke alarms nationwide during its Sound the Alarm events in May. This PSA helps us realize that we have the time to volunteer for something so important.
Credits
Client American Red Cross Agency BBDO New York David Lubars, chief creative director, worldwide; Greg Hahn, chief creative officer, NY (at the time this work was originally conceived back in 2020; he is now CCO at Mischief@No Fixed Address); Roberto Danino, SVP, creative director; Mariana Oliveira, Sei Rey Ho, associate creative directors/art directors; Joaquin Salim, associate creative director/copywriter; David Rolfe, head of integrated production (at the time this work was originally done; he is now global head of production, WPP and Hogarth); Sofia Handler, VP, executive producer; Jason Guzman, producer; Julia Millison, music producer. Production O Positive Jess Coulter, director; Eric Steelberg, DP; Jason Reda, line producer; Ralph Laucella, Marc Grill, exec producers. Editorial MackCut Nick Divers, editor; Brandon Isralasky, assistant editor; Gina Pagano, producer. Post/VFX There Studios Conform/Finish There Studios Leslie Sorrentino, exec producer; Richard Shelgren, producer; Elliot Jobe, creative director; Matthew Rappaport, compositor. Telecine Company 3 Sofie Borup, colorist; Alexandra Lubrano, producer. Sound MackCut Sam Shaffer, engineer. Music Walker
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
