In this anthem spot directed by Michel Gondry of Partizan for Altice’s Amplify speaker out of agency VMLY&R, puppetry and CGI help to bring a mundane home’s cast of characters to life (and a dance party). A clever parrot cues the Amplify speaker, which wakes up the entire house–from bobblehead baseball player dolls to the TV weatherwoman, picture album and chessboard.
As the house’s quirky inhabitants give a rendition of “Pump Up the Jam,” director Gondry’s distinctive style illustrates the imaginative possibilities that the smart speaker brings to an otherwise ordinary home.
The campaign is based on the insight that consumers care about enjoying the things they are connecting to, but they don’t want to have to think about the technology that gets them there. Altice creates experiences so simple and immersive, they bring everything around you to life.
For this launch spot titled "Happy Home," Altice and VMLY&R reworked this version of Pump up the Jam by Technotronic with Squeak E. Clean Studios’ executive creative director Sam Spiegel.
Credits
Client Altice Agency VMLY&R Jason Xenopoulos, NY CEO/North America chief creative officer; João Coutinho, North America executive creative director; Felipe Pavani, Pieter Melief, creative directors; Sam Saunders, copywriter; Roberto Baibich, art director; Daniel Maughan, producer (Middle Mile); Theresa Notartomaso, music producer. Production Partizan Michel Gondry, director; Molly Griffin, exec producer/head of production; Lisa Tauscher, managing director/exec producer; Raffi Adlan, producer. Postproduction Cosmo Street Tom Scherma, Tessa Davis, editors. Music Publishing courtesy of Universal Music Publishing Group. (“Pump up the Jam” by Technotronic) Original Music Squeak E. Clean Studios Sam Spiegel, executive creative director; Rob Barbato, creative director; Danielle Toporoff, sr. producer; Elliot Glasser, composer. VFX The Mill Andrew Sommerville, exec producer; Heino Henning, sr. producer; Corey Brown, creative director; Keith Sullivan, 2D lead; Yong Chan Kim, Rune Mansson, CG leads; Fergus McCall, colorist.
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
