This tongue-in-cheek spot takes us into sitcom laugh track land with a mundane slice-of-life vignette–a wife offering her hubby some non-dairy pizza–eliciting canned chuckles galore from a studio audience. The husband milks the laughter for an inordinate stretch of time, as we see that dairy-free Daiya pizza and cheese offers crave-ability and mouth-watering “cheesiness.” An end tag slogan “Cheesier Than Ever” underscores that Daiya cheese is the hero in the cheesiest of moments.
Spencer Chinoy of Freestyle Picture Company directed the commercial for Colorado-based indie agency TDA_Boulder.
Credits
Client Daiya Food Agency TDA_Boulder Mia Nogueira, art director; Brian Mulligan, writer; Jeremy Seibold, creative director; Jonathan Schoenberg, executive creative director; Lindsey Ritter, Kate Osborne, producers; Constance DeCherney, director of strategy. Production Freestyle Picture Company Spencer Chinoy, director; Kevin Chinoy, exec producer; Jeffrey Schneider, DP. Postproduction Cosmo Street Jeff Grippe, editor; Chelsea Spensley, post producer. Audio Lime Studios Zac Fisher, mix/sound effects. Color Apache Steve Rodriguez, colorist.
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
