This anthem spot for GE along with three :30s are running during NBC’s broadcast of the Winter Olympic Games.
Conceived by BBDO New York, this “What Matters” campaign touches upon the technological advancements that GE has made. Yet those advances pale by comparison to what they mean for people in everyday life–like a mom whose premature baby benefited from GE innovation. Yet to this grateful mother, the technology isn’t what matters–instead it’s that she can take her baby daughter home tomorrow. And for the grandma who’s on a plane with GE tech advances, what matters is that she will see her grandson’s school play. And for a lad whose community is illuminated by GE, what matters is he has homework to do.
The tagline to this “Anthem” piece as well each individual :30 telling each person’s story is simply the GE mantra: “Technology is how we do things. People are why we do things.”
Todd Field directed all four spots via production house Smuggler.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Michael Aimette, executive creative director; Eric Goldstein, sr. creative director; Fred Kovey, creative director; David Rolfe, head of production; George Sholley, executive producer; Jack Patrick, producer; Rani Vaz, music producer. Production Smuggler Todd Field, director; Patrick Milling Smith, Brian Carmody, Shannon Jones, exec producers; Andrew Colon, chief operating officer; Alex Waite, line producer; Justin Brown, DP. Editorial Rock Paper Scissors Adam Pertofsky, editor; Marjorie Sacks, assistant editor; Eve Kornblum, exec producer; Taylor Colbert, producer. VFX a52 Andres Barrios, VFX supervisor; Stacy Kessler-Aungst, producer. Color Company 3 Tim Masick, colorist; Kevin Breheny, producer. Music Hook & Line Audio Post Sonic Union Michael Marinelli, engineer; Justine Cortale, 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 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
