This tongue-in-cheek infomercial style longer form PSA promotes the many advantages of having a pet dog–as we see canines serve as floor cleaners (eating spilled food), a barking alarm system when someone rings the doorbell, a concierge fetching the morning newspaper, a babysitter, even a physical fitness trainer (with the “gym attachment” of a leash bringing master and dog together to jog).
Agency R&R Partners conceptualized the spot, directed by Bill Aylward via FiveSix Productions. The spot is part of an integrated campaign to promote pet ownership and drive traffic to the Animal Foundation’s NewPetNow.com where dogs and cats can be adopted.
Credits
Client The Animal Foundation (Las Vegas) Agency R&R Partners Arnie DiGeorge, executive creative director; Ron Lopez, creative director; Chrissy Deem, Mary Money, copywriters; Rachel Hogan, art director. Sherpa Pictures, agency producer. Production FiveSix Productions Bill Aylward, director; Rob Jax, exec producer; David C. Smith, DP. Editorial FiveSix Productions John Stocker, editor.
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
