Droga5’s first national campaign for Quilted Northern deploys tongue-in-cheek humor. The toilet paper’s “Designed to be Forgotten” campaign breaks with six TV spots directed by Oscar nominee Bennett Miller (Foxcatcher, Capote) of production house Smuggler.
The commercials focus on the unfortunate predicaments that objects confront in the bathroom. These objects are stationary and thus trapped in a room with a clear view of the toilet. While people can come in and enjoy Quilted Northern–almost take the toilet paper for granted and not give it a second thought–decorative and other objects in the bathroom are filled with thoughts of what they are witnessing.
Daddy Gator is one such object. At the helm of a toy boat perched on the sink, Daddy Gator and his passenger son can go nowhere. We hear his thoughts about the plight facing him and his son.
Credits
Client Quilted Northern Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; David Gibson, Nathan Lennon, Mike Long, Alex Lea, creative directors; Molly Jamison, Eric Dennis, art directors/copywriters; SallyAnn Dale, chief creation officer; Ben Davies, head of broadcast production; Anders Hedberg, sr. broadcast producer; Jonny Bauer, global chief strategy officer; Matt Springate, group strategy director; Nick Maschmeyer, sr. strategist. Production Smuggler Bennett Miller, director; Patrick Milling Smith, Brian Carmody, Shannon Jones, exec producers; Suzie Greene Tedesco, producer; Adam Kimmel, DP. Editorial Exile Conor O’Neill, editor; Rex Lowry, assistant editor; CL Weaver, exec producer; Denice Hutton, producer. Postproduction Method NY/Atlanta Mike Wardner Glen Bennett, Jay Tilin, Flame artists; Jennifer Hargreaves, head of production; Natalie Wroble, producer. Music Adelphoi Jamie Masters, Andrew Sherriff, Ashley Bates, Stephen Patman, composers; Jonathan Watts, Lotte Bowser, producers.
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
