This intentionally inane tongue-in-cheek spot–in which a man and his young sidekick break into Bavarian dancing in a backyard–is part of Qualcomm’s “Ignore This” campaign from McCann NY.
The “Ignore This” premise is that a growing number of people don’t watch commercials during program breaks on TV. Instead, they’re likely on their smartphones to find something better to watch. But Qualcomm isn’t bothered a bit by this since it invented the technology that makes smartphones so indispensable. The company invented the “smart” behind the smartphone so no problem if you ignore its TV commercials.
Lance Acord of Park Pictures directed the “Bavarian Dance” spot which was edited by Matt Murphy of Exile.
Credits
Client Qualcomm Agency McCann NY Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, co-chief creative officers, McCann NY; Bill Wright, global executive creative director; Vince Lim, creative director; Josh Grossberg, group creative director; Nathan Dills, copywriter; Nathy Aviram, chief production officer; Alexis Mead, sr. integrated producer. Production Park Pictures Lance Acord, director; Jackie Kelman Bisbee, Justin Pollock, exec producers; Anne Bobroff, head of production; Michaela Johnson, producer. Editorial Exile Matt Murphy, editor; Evyn Bruce, 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
