Baby bottle brand Tommee Tippee and its agency McCann New York have rolled out a campaign based on a marketplace insight gleaned from a client-commissioned poll of 1,000 new moms which found that over half felt entirely overwhelmed by unsolicited advice and opinions as to how to raise a baby.
In that spirit, Tommee Tippee and McCann concluded there must be some actual use for all that extra parenting feedback, so they hired a paper making facility to collect baby books and articles, then recycle all the material to create a limited run of baby wipes. Introducing Tommee Tippee Advice Wipes. Made from real, overwhelming baby advice.
This centerpiece spot in the “Parent On!” campaign was directed by Spencer Riviera of O Positive.
Credits
Client Tommee Tippee Agency McCann New York Eric Silver, chief creative officer; John Mescall, global creative director; Jillian Goger, group creative director; Matt Swinburne, Howard Finkelstein, creative directors; Catherine Patterson, exec producer; Chandler Sims, integrated producer; Nathy Avriam, chief production officer; David Mashburn, Ethan Buller, Rhett Bradbury, design; Amanda Perring, sr. strategist; Megan Flannery, project manager. Production O Positive Spencer Riviera, director; Ralph Laucella, exec producer; Devon Clark, exec producer/line producer; Marten Tedin, DP; Kevin Bird, production designer. Editorial Craft NY Nathan Troester, editor/colorist; Nellie Phillips, assistant editor; Anthony Ramirez, post producer; Gerard McConville, audio engineer.
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
