Created as a continuation of the “More Wow than Ever” campaign which BBH Singapore and Immigrant Studio created for Samsung last year, this film centers on a couple who through their incredible Samsung Neo QLED 8K television set wind up immersed in varied experiences–to the point where they literally enjoy the “wow” factor.
Torben Kjelstrup directed the spot via Immigrant Studio. (Kjelstrup is repped in the U.S. by production company Furlined.)
“Every other TV defines ‘best’ in incremental specs and rational claims, but the most iconic brands drive desirability through emotional leadership. And the emotion we were single-minded about, from the environments to the acting, was that wow feeling that can only come from a truly immersive and superior TV experience,” said Charlene Chua, creative director at BBH Singapore.
Director Kjelstrup explained the appeal of creating a whole film that builds up to a simple “wow.” He shared, “Some of the strongest advertising I’ve ever seen works to plant a single word or phrase in the minds of people who see it. Finger licking good. Have a break. Connecting people. Just do it. Of course brands value the ownership of those phrases, but as a director I think the work itself benefits because it allows for films that work towards that one finite point. Which makes it punchy and memorable.”
Credits
Client Samsung Electronics Agency BBH Singapore Sascha Kuntze, chief creative officer; Charlene Chua, Heidi Kasselman, Gaston Soto, creative directors; Jereek Espiritu, Pam Ho, Jia Min Tan, Natalie Tan, creatives; Chris Chalk, Felicia Ong, strategy; Vanessa Thomas, producer. Production Company Immigrant Torben Kjelstrup, director; Phie Hansen, exec producer; Filip Marek, DP; George Karalashvili, production designer; Kato Gelashvill, stylist. Production Services Company Shelter & Radioaktiv (Georgia) Darko Skulsksy, Alber Zurashvili, founding partners; Gena Shevchenko, exec producer; Marina Karmolit, bidding producer; Yulia Foster, producer; Kristina Ilyina, 1st AD. Art Department Slow Pulse Casting Lane Casting Editorial Peter Brandt, editor. VFX Globetrotter Studio Andre Pulcino, VFX supervisor; Hannibal Lang, colorist. Sound Ballad Music Curation Sunny Kapoor
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
