Cadillac moved from it historic home of Detroit to New York, where this spot is set.
Titled “The Arena” and directed by Doug Liman via Independent Media for Publicis NY and UK, this ad is filmed from inside a car as it drives around downtown NY, contrasting the color, vibrancy, style and feel of the neighborhoods against an emotional rendition of Theodore Roosevelt’s iconic “Man In The Arena Speech” voiced by Kimberly Dube and advocating that we “Dare Greatly” in life.
Client Cadillac Agency Publicis New York/Publicis UK Andy Bird, executive creative director; Kevin Colquhoun, Gregor Findlay, creatives; Lisa Bifulco, chief production officer; Nikki Brancati, executive producer; Theresa Notartomaso, music producer; Dylan Williams, global chief strategy and innovation officer; Carla Serrano, chief strategy officer; Julie Levin, chief marketing officer; Ben Zumsteg, strategy director; Anthony Harris, strategist; Sabine Roehl, creative director of digital design; Roman Tsukerman, associate creative director; Dawn Winchester, chief digital officer; Lissa Robinson, executive interactive producer. Production Independent Media Doug Liman, director; Susanne Preissler, exec producer; Marc Siegel, head of production; Denise Rocchietti, producer; Janusz Kaminski, DP. Editorial Lost Planet Hank Corwin, editor; Federico Brusilovsky, assistant editor; Krystn Wagenberg, EP/producer; Lauren Hafner Addison, producer. Audio Record & Mix Sound Lounge Tom Jucarone, mixer. Sound Design Lost Planet Hank Corwin, sound designer. Visual Effects The Mill Melanie Wickham, exec producer; Jason Bartnett, producer; Gavin Wellsman, VFX lead; Hitesh Patel, VFX supervisor. Music Asche & Spencer Matt Locher, exec producer. Talent Kimberly Dube, voiceover.
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
