To promote the new season of the Hulu Original series The Path, agency twofifteenmccann set up an experiment to shine a light on an all too human behavior: lying about watching certain TV shows just to seem in the know.
Directed by Tim Godsall of Anonymous Content, this web short titled “In The Know” captures actors in L.A. turning out to audition for a role in The Path. They are getting the opportunity to audition with the show’s star, Aaron Paul. One by one, the actors enter a room and are asked if they were familiar with the series plot. Would they improvise a response even if clueless?
This new exposé, to run on digital and social channels, merrily builds on Hulu’s brand invitation to “Come TV With Us” and offers a simple alternative to being caught in a tangled web of lies: watch all the episodes of hit TV shows, premium originals and movies on Hulu.
Credits
Client Hulu Agency twofifteenmccann Scott Duchon, chief creative officer; Justin Hargraves, associate creative director/art director; Rob Katzenstein, associate creative director/copywriter; Alex Spahr, director of integrated production; Mai Huynh, sr. producer; Gabrielle Tenaglia, Janene Lin, Paige Robertson, strategy team. Production Anonymous Content Tim Godsall, director; Andre Pienaar, DP; James Graves, line producer; Eric Stern, exec producer; Kerry Haynie, head of production; Paul Austerberry, production designer. Editorial Cut+Run Andy Green, editor; Michelle Esking, managing director; Amburr Farls, L.A. exec producer; Deanne Mehling, San Francisco exec producer; Jared Thomas, producer. Color Company 3 Dave Hussey, colorist. Music Asche and Spencer Audio Post Lime Studios
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
