This video captures a mall stunt which is a follow-up to Footlocker’s TV spot “Disguise” which debuted last month starring NBA star James Harden. The original ad featured Harden donning a disguise in order to be able to take advantage of all the latest cool gear available at Foot Locker in February. This time around, Harden’s ploy was to dress up other guys in beards so they would look like him as they all descend upon the mall (the stunt was pulled off at the Houston Galleria). The video captures people’s real-life reactions to the mall ploy.
Both the spot and follow-up real-life video were created by BBDO New York.
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, New York; Chris Beresford-Hill, Dan Lucey, executive creative directors; Farley Katz, copywriter; Banks Noel, art director; Anthony Curtis, executive producer; George Sholley, producer; Melissa Chester, executive music producer. Production HsuBox Productions Lawrence Chen, director; Tinx Chan, DP. Editorial The Cutting Room Merritt Duff, editor; Melissa Lubin, exec 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
