It’s a well-known tradition to leave out a plate of cookies for Santa Claus on Christmas Eve–the normal chocolate chip, sugar cookies, etc. But here we see the surprise, excitement, and that elevated “ooooohhhh” that Santa is overcome with being left Milano cookies vs. the usual suspects in this spot directed by Lena Beug of Station Film for Saatchi & Saatchi New York.
In fact, Santa is inspired to get a bit fancy himself after getting a bite from a Pepperidge Farms’ Milano treat.
The holiday spot is running on social channels with a TikTok push for creators to execute a similar Fancy Santa transition.
Credits
Client Campbell’s Snack Company/Pepperidge Farm Milano Cookies Agency Saatchi & Saatchi New York Daniel Lobaton, chief creative officer; Jon Bellinger, creative director; Preethi Balakrishnan, sr. art director; Kelsey Boylan, sr. copywriter; Tim LeGallo, EVP, director, integrated production; Danielle Hallack, Samuel Moross, sr. producers; Julie Dombreval, SVP, director, brand strategy. Production Station Film Lena Beug, director; Caroline Gibney, Stephen Orent, founding partners; Michelle Towse, partner/exec producer; Julie Lee, producer. Editorial Arcade Edit Ali Mao, editor; Samuel Barden, assistant editor; Arlene Perez, post producer; Sila Soyer, exec producer. Music Squeak E. Clean Studios Kit Winter, exec producer; Matthew Compton, sr. composer; Charles Rojas, composer; Tarjas White, sr. producer. Audio Post Harbor Picture Company Jesse Schwartz, exec producer; Steve Perski, creative director–commercial sound; Lauren Boyle, sr. producer; Cammie McGarry, producer. Color Harbor Picture Company Joe Gawler, colorist; Jesse Schwartz, exec producer; Jody Peters, color/VFX sr. producer; Katherine Andrews, color/VFX 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
