This spot takes us to a future world in which kids won’t see some amazing computing/communications advances as all that extraordinary–these progressive breakthroughs by today’s standards will merely be a part of everyday life. You’ll be able to unlock a computer with a smile, scribble on the Internet, share ideas, not have to worry about technology but embrace it.
Directed by Erich Joiner of Tool, this commercial–“Introducing Windows 10–The future starts now”–is the centerpiece of a new Windows 10 campaign, “a more human way to do,” voiced by Ethan Hawke and embodying a worldview in which people from all walks of life, from a rural child in a developing nation to a city kid in New York, have access to great technology that helps them unlock their potential. Windows 10 is here to make sure no one is limited in what they want to do.
Agency is m:united.
Credits
Client Microsoft/Windows 10 Agency m:united Sean Bryan, Tom Murphy, co-chief creative officers; Matt Bisher, executive creative director; Susan Young, Daniela Vojta, group creative directors; Bobby Pearce, copywriter; Todd Brown, creative director (copywriting); Raphael Milczarek, Roberto Baibich, Roberto Santellana, creative directors (art direction); Trinh Pham, sr. art director; David Cliff, director of creative technology; Aaron Kovan, head of integrated production; Jeremy Adirim, director of digital production; Carolyn Johnson, executive producer; Rebecca Magner, producer; Rick Segal Sean Flanigan, interactive producers. Production Tool of North America Erich Joiner, director; Bob Richardson, DP; Oliver Fuselier, managing director live action/EP; Lori Stonebraker, executive producer live action; Joby Ochsner, line producer. Editorial NO6 LA Chan Hatcher, Andrew Manne, editors. Postproduction Method LA Music “Tell the World” Eric Hutchinson.
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
