What has been a family business–consisting of a son and his parents–is ready to take things to the next level, thanks to the streamlined eCommerce resources and services provided by FedEx. Since their venture is becoming a bona fide business, it’s time to act more like a professional business, says the son who institutes some new policies at the company which is based at his parents’ home.
He tells them that personal effects should no longer be on display so all the family pictures have to be taken off the wall. He then hands cups to his mom and dad for mandatory drug testing. And finally he says that employees can no longer date. His mom points out that she and her man are married. The son responds that this poses “a problem.”
Tom Kuntz of MJZ directed “Family Business” and other spots in this FedEx campaign for BBDO New York.
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Gianfranco Arena, Peter Kain, executive creative directors; Justin Bilicki, associate creative director/art director; Matt Herr, associate creative director/copywriter; Amy Wertheimer, group executive producer; Tricia Lentini, executive producer; Sangeet Pillai, group planning director. Production MJZ Tom Kuntz, director; Scott Howard, exec producer; Emily Skinner, line producer; Jo Williams, DP. Editorial Mackenzie Cutler Ian Mackenzie, editor; Mike Leuis, assistant editor; Sasha Hirschfeld, exec producer. VFX Schmigital Audio Heard City Philip Loeb, mixer. Casting Francene Selkirk.
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
