Folgers mornings just got a lot more real, and a lot more entertaining, in a hysterically modern take on the iconic notion that The Best Part of Wakin’ Up Is Folgers in Your Cup®. Enter the new Folgers Choir–more formally known as the Folgers Morning Harmonizers–a red satin-clad ensemble of seven men and women who randomly show up in the midst of difficult mornings, helping alleviate tension with both a smile and a steaming hot cup of Folgers Coffee. The Folgers Choir is sure to brighten your morning, even if you just got stuck in the middle seat in the worst carpool ever.
The “Carpool” spot was directed by Andreas Nilsson of Biscuit Filmworks for Publicis Groupe’s PSOne in New York.
“When you think about The Best Part of Wakin’ Up, it’s nothing like what it was in the ‘80s,” stated Erica Roberts, executive creative director, PSOne. “Very few of us can relate to images of someone sitting at the edge of a bed, stretching their arms as a rooster crows. Mornings today are nonstop, multi-tasking chaos. And in order to make this legacy brand relevant again, we needed to tap into that truth. We searched for the perfect morning moments, ones that pushed right to the edge of plausibility and that’s where we found the humor. Well, there and in our red satin-clad choir.”
Credits
Client The J.M. Smucker Company/Folgers Coffee Agency PSOne, New York Andy Bird, chief creative officer; Erica Roberts, executive creative director; Kelly Mahon, associate creative director/copy; Kelly Saucier, associate creative director/art; Jenny Read, director of integrated production; Lauren Schneidmuller, exec producer; Kathryn Lemke, associate producer; Jennifer Baldwin, strategy director; Jessica Neira, strategist. Production Biscuit Filmworks Andreas Nilsson, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Jay Veal, unit production manager; Mercedes Allen-Sarria, Rachel Glaub, heads of production; Larkin Seiple, DP; Alexis Ross, production designer. Editorial MackCut Ryan Steele, editor; Devon Flint, assistant editor; Gina Pagano, exec producer. Music Pulse Music Charles Humenry, composer; Dan Kuby, exec producer; Miranda Grieco, producer. Audio Post SuperExploder Jody Nazzaro, sr. sound designer/mixer. VFX The Mill NY Alliah Mourad, producer; Nathan Kane, creative director; Fergus McCall, colorist; Cedric Mernard, CG artist; Dhruv Shankar, Nasser Mandavi, Roger Cerqua, Yongjae Lee, Anton Anderson, Alexis Jo, Andrew Emmerson, James Cudahy, Blake Druery, 2D artists.
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
