XFINITY continues its “future of awesome” brand story with this spot from Goodby Silverstein & Partners (GS&P) that features Gig Speed Internet. Directed by O Positive’s Jim Jenkins and lensed by cinematographer Jeff Cronenweth, the ad has family after family happy that their Internet speed has them keeping up with, if not exceeding, the proverbial next door neighbor, The Joneses.
Titled “The Joneses,” the commercial, said GS&P creative director Jens Waernes, “is really about people discovering a new power–of an entire neighborhood getting wrapped up in a game of who has the fastest network. It’s a fun story built around a known expression (“keeping up with the Joneses”). But the message of empowerment–and the way each successive family shown thinks they’ve won the neighborhood–is really what drives the humor.”
Credits
Client Comcast/XFINITY Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Jens Waernes, Jon Wolanske, Jeff Gillette, creative directors; Ryan McLaughlin, associate creative director; Stefan Copiz, art director; Chris Ford, Matt Bottkol, copywriters; Tod Puckett, director of broadcast production/music supervisor; James Horner, executive broadcast producer; Christina Wells, broadcast producer; John Thorpe, group brand strategy director; Evan Hunerberg, brand director. Production O Positive Jim Jenkins, director; Jeff Cronenweth, DP; Jason Edmonds, production designer; Marc Grill, line producer; Ralph Laucella, exec producer. Editorial HutchCo Technologies Jim Hutchins, editor; Patrick O’Leary, assistant editor; Jane Hutchins, exec producer. Online/VFX The Mill Enca Kaul, Thatcher Peterson, exec producers; Hillary Thomas, sr. producer; Chaz Pizani, coordinator; Taro DeMarco, lead Flame; Jale Parsons, Flame artist. Telecine Company 3 Dave Hussey, colorist; Liza Kerlin, exec producer. Music Marmoset Music Eric Nordby, director of music supervision; Katy Davidson, Tim Shrout, exec producers. Audio Post Lime Studios Rohan Young, engineer; Ben Tomastik, assistant engineer; Susie Boyajan, exec producer.
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
