David Shane of O Positive directed three spots as part of this “None Of This Makes Sense” integrated campaign for low calorie health beverage Bai out of agency Barton F. Graf.
The ad shop’s strategy taps into the irony that Bai is loaded with antioxidants and has only five calories–yet somehow still tastes great. The campaign drives home the point that none of this makes sense, brought to you by people in situations that also make no sense. This is particularly evident in the commercial titled “El Guapo” featuring a man who’s a Latin pop superstar despite being totally unqualified for that role.
Credits
Client Bai Agency Barton F. Graf Gerry Graf, chief creative officer; Laura Janness, chief strategy officer; Ian Reichenthal, executive creative director; Nick Kaplan, Amanda Clelland, creative directors; Brandon Solis,l digital strategist; Richard Langhorne, copywriter; Zack Madrigal, art director; Josh Morse, head of integrated production; Brad Powell, Amanda Revere, executive producers. Production O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Ken Licata, Kate Sutherland, producers; Joe Zizzo, DP. Editorial MackCut Erik Larol, editor; Brendan Hogan, assistant editor; Sabina Elease Utley, editorial producer; Sasha Hirschfeld, exec producer. Music Butter Andrew Sherman, composer; Ian Jeffreys, exec producer. Post Company 3 Tim Masick, colorist. Audio Post Heard City Eric Warzecha, 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
