This Bank of America commercial, “Commencement,” directed by Ringan Ledwidge of Rattling Stick for Leo Burnett, expresses hope for a brighter future in post-pandemic America.
“I really wanted to capture the spirit that runs through the country,” Ledwidge says of his vision for the spot. “It was important that the locations, although free of people, resonated emotionally, felt familiar and all-encompassing. I guess in a way they’re a reminder of the wonderful things we do and one day, step by step, will do again.”
Filming open fields, directing from afar and via Zoom, Ledwidge ensured the brand could shoot safely and remain “made in America.” Adding to the inspirational nature of the piece was a voiceover address delivered by Viola Davis.
Credits
Client Bank of America Agency Leo Burnett Liz Taylor, global chief creative officer; Andre Santa Cruz, Caio Batista, creative directors; Sue Desilva, executive creative director Mick McCabe, global chief strategy officer; Nicole Hayes, EVP, director of strategy; Dominic Hanley, SVP, strategy director; Ashley Geisheker, executive producer; Kimberly Cowie, sr. producer; Nancy Parnell, creative resource director. Production Rattling Stick Ringan Ledwidge, director; Joe Biggins, partner, exec producer; Jeff Shupe, exec producer; Richard McIntosh, head of production; Joey Zadwarny, line producer; Sean Curtis, associate producer. Adam Arkapaw, DP; Justin Charbonnet, 1st AD; Devon Wright, production supervisor; Bailey Padgett, assistant production supervisor. Editorial Work Editorial Rich Orrick, editor. VFX Parliament Color & Finish Harbor Picture Co. Elodie Ichter, colorist. Music KO Music Philip Kay, composer. Audio Post Harbor Picture Co. Mark Turrigiano, engineer.
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
