Hank Perlman of Hungry Man directed this spot in which a lad can’t understand why his dad keeps Star Wars Kraft Macaroni & Cheese–with boxes featuring faces of Yoda, Darth Vader, R2D2 and C3PO–on a shelf in a room full of Star Wars collectibles. The youngster points out that Mac & Cheese is for eating, not for collecting.
Titled “Can’t Play,” the commercial is part of a campaign from agency CP+B which also includes a digital experience (www.KraftStarWarsRoom.com) where users can explore the room shown in the ad. Tapping on each piece of memorabilia, pulls up additional photos and information.
Credits
Client Kraft Macaroni & Cheese Agency CP+B Ralph Watson, chief creative officer; Adam Chasnow, VP, executive creative director; Ryan Dowling, art director; Chris Potts, copywriter; Kate Hildebrant, VP, director of video production; Annie Turlay, integrated producer; Neylu Longoria, Kelly Olech, content supervisors; Ashley Huehnerfuss, content manager. Production Hungry Man Hank Perlman, director; Eric Steelberg, DP; Caleb Dewart, line producer; Dan Duffy, Kevin Byrne, exec producer. Editorial The Now Corporation, NY Owen Plotkin, editor; Jessica Farmer, assistant editor; Nancy Finn, editorial exec producer. Postproduction Method Studios, NY Steve Morris, lead compositor; Angela Lupo, exec producer; Brad Wood, post producer. Graphics/Animation BUCK, NY Maurie Enochson, exec producer; Nick Ferzich, sr. producer. Audio Post Lime Studios, Santa Monica, Calif. Mark Meyuhaus, audio engineer. Music JSM, NY Joel Simon, executive music producer. Postproduction Company 3, Los Angeles Tim Masick, colorist; Rochelle Brown, sr. 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
