Toronto agency Zulu Alpha Kilo takes on sore throats in a whole new creative way for the pharma category.
In this spot directed by The Perlorian Brothers, a lottery host struggles to manage her sore throat while attempting to read the final winning jackpot number. All the while hopeful lotto players hold their collective breath and wait as she begins gargling with BETADINE solution to ward off the onset of a cold or flu.
Toronto company Soft Citizen produced the Perlorians’ unconventional product category ad. (The Perlorian Brothers are handled by MJZ in the U.S.)
Credits
Client Purdue Pharma/BETADINE Agency Zulu Alpha Kilo Zak Mroueh, chief creative officer; Patrick Scissons, executive creative director; Kevin Sato, Gail Pak, art directors; Vinay Parmar, Irfan Khan, writers; Jac Benoit, producer; Heather Segal, Michael Szego, strategic planners. Production Soft Citizen The Perlorian Brothers, directors; Marrie Wasson, producer; Kris Belchevski, DP. Casting Jigsaw Casting Shasta Lutz, casting director. Postproduction Zulubot Max Lawlor, editor; Darren Achim, compositor/online; Ed Deng, animation; Wade Odlum, colorist. Audio Pirate Toronto Tom Eymundson, audio director; Joanne Uyeyama, 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
