Mike Maguire of Biscuit Filmworks directed this continuation of the “Born to Assist” campaign from agency Translation.
In this new “Best of the Assist” :60, NBA star point guard Chris Paul and his ad campaign-concocted twin brother, State Farm agent Cliff, are visited by Don Stockton (“twin” brother of retired NBA point guard John Stockton), who recruits Cliff to join the State Farm National Bureau of Assists. Don Stockton is leader of the illustrious Bureau of tenacious assisters who go out of their way to help their State Farm customers. Cliff and Don are part of the Bureau’s starting five which also consists of Sebastian Curry. Summer Bird and Darius Lillard, the respective “twins” of All Star point guards Stephen Curry, Sue Bird and Damian Lillard.
State Farm advertising agency Translation has overseen strategy and creative for the “Born to Assist” campaign since its inception during the 2012-2013 NBA season.
“NBA fans across the country have built this incredible connection with the State Farm ‘Born to Assist’ campaign and the character of Cliff Paul,” said Patty Morris, State Farm marketing director, brand content.
Credits
Client State Farm Agency Translation Steve Stoute, CEO; John Norman, chief creative officer; Nick Sonderup, creative director/copywriter; Andy Grant, creative director/art director; Katherine O’Brien, copywriter; Miriam Franklin, director of content production; Josh Reynolds, executive producer. Production Biscuit Filmworks Mike Maguire, director; Eric Schmidt, DP; Shawn Lacy, exec producer; Tracy Broaddus, line producer. Editorial Final Cut Crispin Struthers, editor; Saima Awan, post exec producer; Jennifer Locke, Viet-An Nguyen, post producers. VFX MPC Marcus Wood, VFX artist; Justin Brukman, VFX exec producer; Matthew Loranger, VFX sr. producer. Audio Post Final Cut Teressa Tate, mixer; Stephanie Apt, exec producer; Alek Rost, producer. Music Felt Music London Lorenzo Pignacci, composer; Steve Spiro, exec producer/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 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
