Back in November, Foot Locker, through its creative agency BBDO New York, released a commercial featuring boxer Manny Pacquiao. The spot called “It’s Happening,” suggested that Pacquiao and fellow champion Floyd Mayweather had finally agreed to meet in the ring after years of anticipation. Well, the eagerly anticipated bout wasn’t actually happening, at least not yet.
Since then, the stars have aligned and now the fight is set to come to pass. So Foot Locker has released a follow up spot focused on Pacquiao’s reaction to this new development. Still the on-again, off-again circumstances surrounding the fight over the years–along with now a pair of Foot Locker commercials–can be quite confusing as evidenced by Pacquiao’s rollercoaster of emotions.
Kenny Herzog of O Positive Films directed this new spot which is titled “It’s Really Happening.”
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Chris Beresford-Hill, Dan Lucey, executive creative directors; Mike Motch, copywriter; Austin Mankey, art director; David Rolfe, director of integrated production; Anthony Curti, executive producer. Production O Positive Films Kenny Herzog, director; Ralph Laucella, Marc Grill, exec producers; Grayson Bithell, line producer; Marc Laliberte, DP. Editorial Mackenzie Cutler Erik Laroi, editor; Sasha Hirshfeld, exec producer; Patrick Blumer, assistant editor. Audio Mackenzie Cutler Sam Shaffer, sound mixer. Post Smigital Jim Hayhow, Flame; Joseph Miller, assistant Flame. Post Company 3 Tim Masick, colorist.
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
