In its first campaign with its newly appointed agency McCann New York, 3M introduces us to a father and daughter who respectively provide unique perspectives on the pandemic–one from the supply line, the other from the front line. This spot is told from the POV of the dad, Chris DeColli. When the COVID-19 pandemic first hit, Chris volunteered to be 3M’s point person coordinating with the U.S. Federal Emergency Management Agency (FEMA). His mission has been simple and endlessly complicated at once: help direct millions of respirators and other personal protective equipment (PPE) to frontline workers.
Chris’ own daughter is one of those frontline workers, stationed as a nurse in a hard-hit Baltimore hospital after graduating right as the pandemic began.
In this ad–titled “A Hand to Hold” and directed by Joshua Kissi of division7–we hear Chris’ perspective on the urgency of his work, helping to get PPE to nurses–like his daughter, Erica–as they worked up close to provide care to their patients.
The next upcoming film in the campaign, “A Father’s Commitment,” will share Erica’s POV on her dad’s work and what it meant to her as she suited up in her 3M PPE every day.
Credits
Client 3M Agency McCann New York Dave Moore, EVP, director of brand content; Gable Fleischer, sr. art director; Jessica New, sr. copywriter; Erica Yahr, chief strategy officer; Laura Frank, SVP, group strategy director; Jonathan Rodriguez, VP, strategy director; Donna McCracken, SVP, executive integrated producer; Eric Johnson, SVP, executive music producer; Olivia Whyte, producer. Production division7 Joshua Kissi, director; Patrick Milling-Smith, Brian Carmody, co-founders; David Richards, Kamila Prokop, co-managing directors; Andrew Colon, COO; Alex Hughes, head of production; Luigi Rossi, producer. Editorial NO6 James Duffy, Nick Schneider, co-editors; Corina Dennison, exec producer; Laura Molinaro, head of production; Alexandra Leal, post 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
