In this “Escape the Everyday” campaign for Harlequin Romance Novels out of BBDO Toronto, women eagerly indulge their literary fantasies, unbeknownst to their oblivious husbands. Pete Henderson of production company Someplace Nice directed the spots, including “Hero Cowboy” in which a housewife enjoys a romantic interlude with her cowboy lover atop the washing machine in the laundry room of her suburban home.
Her husband then walks in and pulls some shorts out of the dryer, at which point we see that she is merely reading a Harlequin novel. As soon as her hubby leaves the room, she’s back in the amorous embrace of her cowboy companion.
Credits
Client Harlequin Agency BBDO Toronto Carlos Moreno, Peter Ignazi, executive creative directors; Linda Carte, associate creative director/art director; Shiran Teitelbaum, Dylan Verway, copywriters; Linda Carte, Alice Blastorah, Manali Kulkarni, art directors; Aimee DeParolis, producer. Production Someplace Nice Pete Henderson, director; Chilo Fletcher, Estelle Weir, exec producers; Jonny Cliff, DP. Editorial Ricochet Matt Dell, editor. Music/Sound Ricochet Post Alter Ego Eric Whipp, colorist. Casting Jigsaw Casting Shasta Lutz.
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
