When people think of a 3-row family SUV, they don’t typically think about performance. They also don’t think about high-speed chase scenes with a handsome hero behind the wheel seemingly looking to elude pursuers which include a helicopter–but that’s exactly what agency CP+B created in its newest spot for the Infiniti QX60. In the commercial, we find our hero racing his Infiniti QX60 through the city, clearly on a mission. That mission: to deliver his three kids to a marathon viewing area to cheer on their mom who is in a race of her own.
Isaiah Seret of Biscuit Filmworks directed “On The Run” for CP+B.
Credits
Client Infiniti Agency CP+B Ralph Watson, VP, chief creative officer; Adam Chasnow, VP/executive creative director; David Swartz, VP/executive director of art direction & design; Bryan Karr, Doug Kohnen, associate creative directors; Martha Murphy, copywriter; Sloan Schroeder, VP/director of integrated production; Marco Vidalis, integrated producer; Lauren Wheaton, content supervisor; Samantha Calvert, content manager. Production Biscuit Filmworks Isaiah Seret, director; Rick Jarjoura, exec producer; Andrew Travelstead, producer; Claudio Miranda, DP. Editorial Cut+Run, Santa Monica, Calif. Frank Effron, editor; Luc Giddens, assistant editor; Emilie Talermo, producer. Post Company 3 LA Sean Coleman, colorist. VFX Method Studios, Santa Monica Wensen Ho, lead Flame artist. Music JSM Music Joel Simon, CCO/CEO. Sound Design/Audio Post Lime Studios + LSD L.A. Rohan Young, mix engineer.
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
