Last year, Johnsonville created a limited run of t-shirts using a member’s (employee named Shawn) tagline, “You Can’t Spell SaUSAge Without ‘USA’” written across the chest. The shirts were a huge hit on the brand’s social channels, garnering a surprising level of positive sentiment.
This led agency Droga5 NT to the insight that consumers might be compelled to hear the story of Johnsonville’s All American origins and that the “Made in the USA” claim not only built trust and quality associations, but improved purchase intent as well. This insight led to a simple campaign premise: this summer, let’s remind America that “Johnsonville brats are made in the U.S.A.!”
So for the third installment of the “Made the Johnsonville Way” campaign, Johnsonville once again turned to its employees for the commercial ideas. This time around, four-year Johnsonville employee, Tammy, had her all-American commercial dream come true. After all, you can’t spell SaUSAge without U-S-A!
Tammy’s “Made in the USA” spot combines two of her favorite things: musicals and America. It all starts with a little girl innocently asking her mother where Johnsonville brats are made. Her mother, with the help of a town full of people, answer the girl in the most over-the-top Broadway-esque fashion.
This campaign launch spot was directed by Adam and Dave of production house Arts & Sciences. Second Child was production company on the Tammy interview portion of the spot.
Credits
Client Johnsonville Agency Droga5 NY David Droga, creative chairman; Scott Bell, executive creative director; Kevin Weir, Chris Colliton, creative directors; Dan Litzow, copywriter; Max Friedman, art director; Amanda Revere, Andrew Slough, executive producers, film; Jonny Bauer, global chief strategy officer; Ben Brown, strategy director; Newman Granger, strategist. Production Arts & Sciences Adam and Dave, directors; Toby Irwin, DP; Mal Ward, exec producer; Patrick Harris, producer; Noel McCarthy, production designer. Production (Tammy interview portion) Second Child Scott Chin, exec producer; Sara Vander Horn, producer; Andrei Bowden Schwartz, DP; Nick Ljubibich, editor; Joe Garst, assistant editor. Editorial Mackcut Ryan Steele, editor; Devon Flint, assistant editor; Gina Pagano, exec producer; Sam Shaffer, sound design. Postproduction MPC Jesse Kurnit, exec producer; Aiste Akelaityte, VFX producer; Warren Paleos, VFX supervisor/2D lead; Bilali Mack, 2D lead; Vishal Darkunde, 3D; Ed Koenig, color exec producer; James Tillett, colorist. Music Butter Music & Sound Ian Jefferys, EP/managing director; Josh Canevari, composer; Kristin Kuraishi, producer. Audio Mister Bronx Audio Post Eric Hoffman, mixer; Molly Burke, 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
