Both the yeas and nays have it in this comedic Super Bowl spot–directed by Harold Einstein of production house dummy. for agency Erich and Kallman–heralding the introduction of Reese’s Caramel Big Cups.
The :30 features an emotional roller coaster as six neighborhood friends swing to and fro from an emphatic yes to a disappointing no as they hear that Reese’s is changing its iconic peanut butter cups. Narrated by Will Arnett, the spot features folks who go back and forth from jubilation to despondence–making for a Big Game ad that is complete pandemonium.
Credits
Client The Hershey Company Brand Reese’s/Reese’s Caramel Big Cups Agency Erich & Kallman Eric Kallman, chief creative officer & founder; Steven Erich, president/founder; Rikesh Lal, executive creative director; Jason Goldberg, creative director/ACD/copywriter; Clark Chamberlin, creative director/ACD/art director; Kati Haberstock, head of production & operations; Fearghal ODea, producer. Production Company dummy. Harold Einstein, director; Michael Kanter, producer; Glynn Speeckaert, DP; Patrick Lumb, production designer. Editorial Arcade Edit Dave Anderson, editor; Paulo Miramontes, assistant editor; Crissy DeSimone, exec producer; Wendy Umanzor, producer; Megan Dahlman, head of production. VFX/Finishing House of Parliament Phil Crowe, VFX supervisor; Cynthia Lee, VFX supervisor & creative lead; Edgar Delatorre, Matthew Steidle, Rich de Carteret, Sam Hencher, creatives; Emma Hertz, Kat Maidment; Nora Brosnan, Rachel Greco, production. Color Company 3 Tim Masick, colorist; Ryan Moncrief, color producer; Stephen Winterhalter, Quinn Wright, color assistants. Animation Goldenchild Matthew Marquis, managing director; Pierre Nobile, exec producer; Fons Schiedon, creative director; Pete Pace, design; Ben Watts, Houdini FX artist; Justin Puda, VFX compositor; Stephen Pilon, Flame artist; Luis Silva, colorist. Audio M Squared Mark Pitchford, chief engineer; Hayley Kay, engineer; Sarah Benedict, producer. Casting Clockwork Casting Bobby Bolton, Kirkland Moody, casting directors.
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
