Brushing your teeth is undoubtedly a good thing. It’s just that it only accomplishes a quarter of the job that needs doing in your mouth. What would it be like if we left other jobs only 25% accomplished? That’s the driving idea behind “Listerine 25%,” a spot directed by The Queen (the team of Dan Lumb and Crinan Campbell) via production house th2ng for JWT London.
Listerine mouthwash, of course, is what’s needed in addition to teeth brushing to cover 100% of oral hygiene. “Listerine 25%” imparts the dry humor of a lovably eccentric main character and a series of sight gags to show just how unsatisfying 25% can be.
Credits
Client Johnson & Johnson/Listerine Jamie Johns, sr. marketing manager Agency JWT London Romila Sanassy, TV producer; Alex McCarter, assistant TV producer; James Hobbs, Jeremy Little, creatives. Production th2ng The Queen, director; Hannah Cooper, exec producer; Mel Nortcliffe, 1st assistant director; Luke Scott, DP; Ben Cote, art director; Alison McGlaughlin, wardrobe; Norbert Schilling, local producer (at Film Canary Islands). Editorial th1ng The Queen, editor. Post Gramercy Park Ben Rogers, colorist. Performer Danny Babbington
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 filmโs 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 childโs 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 โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
