Directed by Jakob Ström for Energy BBDO, this ad opens on Celia, a 14-year old girl chewing gum and scrolling through her phone. The older sister, Lena, is filming herself learning a dance and tries to ask Celia for a piece of EXTRA® gum but, her gestures go unnoticed. Later, Lena grabs a pen and writes: NEW FRIEND: LENA [ ] CONFIRM [ ] DENY on an EXTRA® wrapper. Celia then looks up at her, smiles and puts down her phone reminding us that sometimes the smallest gestures can be the most refreshing.
Titled “Real Friend Request,” the spot is running across multiple platforms and channels, including television and full episode players such as Hulu, Roku and Amazon Fire TV. The :30 is also available on YouTube.
Credits
Client Mars Wrigley/Extra Gum Agency Energy BBDO Joss Gross, Pedro Perez, co-chief creative officers; Kenny Blumenschein, executive creative director; Elaine Kalvelage, Cassidy Buzin, associate creative director; John Pratt, head of integrated production; Annie Burger, producer; Dan Kuypers, executive directo rof music; Karolina Barej, music business coordinator. Production Company Drama Svecia (Stockholm) Jakob Ström, director; Mikael Flodeell, producer. Editorial Flare Chicago Casey Cobler, editor; Geoff Cronin, assistant editor; Jenny McDonald, exec producer; Allison Hemingway, associate design producer; Steven Aguilar, sr. audio engineer; Jason Kerman, finish artist. Color Nice Shoes Ron Sudul, colorist; Serena Bove, 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
