In this heartwarming :90 online spot, we see a worker spreading joy by cleverly leaving pennies adorned with tiny little bows all around the office for his colleagues to find. Puzzled, these co-workers later in the day each make their way to their cars where they find California Lottery Holiday Scratchers on their windshields and realize the meaning of the special pennies.
A super appears on screen which reads, "A Little Gift Goes A Long Way."
The Argentines of Bob Industries directed the commercial, titled “Pennies,” for agency David&Goliath, with cinematography by Hoyte van Hoytema, known for his lensing of such features as Interstellar, Her, Tinker Tailor Soldier Spy and The Fighter.
Credits
Client California Lottery Agency David&Goliath, Los Angeles David Angelo, founder & chairman; Greg Buri, creative director; Mark Monteiro, writer; Chris DeNinno, associate creative director/writer; Jenn Tranbarger, associate creative director/digital art director; Anthony Pasqualone, art director; Paul Albanese, managing director of broadcast production; Curt O’Brien, executive producer; Brandon Kusher, sr. broadcast producer. Production Bob Industries The Argentines, director; Hoyte van Hoytema, DP; T.K. Knowles, John O’Grady, Chuck Ryant, exec producers; Phillip Sheridan, line producer. Editorial Spinach James Duffy, editor; Doug Scott, assistant editor; Jonathan Carpio, producer. Telecine Company 3 Bryan Smaller, colorist. VFX & Online Method Studios Emily Irvine, Flame artist; Robert Owens, exec producer; Ananda Reavis, head of production, commercial finish; Thuy Ta, producer. Music SOUTH Music and Sound Design Audio Post Margarita Mix Nathan Dubin, mixer/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 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
