Two teen skateboarders are at the skate park. One asks the other if he has any “smokes.” His buddy responds no, presumably because cigarettes are unhealthy.
The real reason, though, is that he’s wearing skinny jeans and only has room in his pockets for one item–a cellphone, which he answers, while it’s still in his jeans.
The bottom-line message, though, is whatever the reason, it makes sense not to smoke.
This U.S. Food and Drug Administration (FDA) PSA–part of “The Real Cost” campaign from agency FCB New York–was directed by Anton Visser via production house Supply&Demand. Visser is with South Africa production company Velocity Films.
Credits
Client U.S. Food and Drug Administration (FDA) Agency FCB New York Lee Garfinkel, CEO; Gary Resch, executive creative officer; Megan Williams, creative director/art director; Matt Anderson, director of content creation; Maria Garelli, producer. Production Supply&Demand Anton Visser, director (from Velocity Films, South Africa); Ari Hakim, producer; Tim Case, founder, manging partner; Charles Salice, president, managing partner; Jeff Scruton, exec producer, managing director; Rika Osenberg, sr. head of production; Jo Willems, DP; Deborah Evans, production designer. Editorial NO6 NY Jason MacDonald, editor; Corina Dennison, exec producer. VFX The Mill New York Colin Blaney, Mike Pulan, VFX producers; Eliza Pelham Randall, VFX supervisor. Music Groove Guild NY Paul Riggio & Janice Brown, music producers, Al Risi, music supervisor
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
