Grammy-winning artist Alanis Morissette and UScellular have come together for the brand’s biggest campaign to date, underscoring the irony of cellular phones–which ostensibly are designed to connect us but often serve to disconnect us from each other in real life.
Referencing Morissette’s hit song “Ironic,” this :60–from The Martin Agency, and directed by Dan Opsal of Hungry Man–shares the many ironies of modern-day phone usage. For instance, when a family is asked to observe a phone-free meal at a restaurant, a girl notes that the menu has to be accessed via smartphone.
However, the ultimate irony is a positive one–UScellular, a phone company, asking us to curtail phone usage, promote positive digital health and come together as people, refusing to be distracted by technology to the detriment of personal relationships.
Credits
Client UScellular Agency The Martin Agency Danny Robinson, CEO; Jerry Hoak, chief creative officer; Ashley Marshall, executive creative director; Allison Rude, group creative director; Elliot Nordstrom, Allie Nordstrom, creative directors; Elizabeth Daniel, sr. copywriter; Blair Seward, sr. art director; Marisa Perazzelli, strategy director; Allie Ballard, sr. strategist; Nicole Lederman, executive producer; Arielle Blais, sr. content producer. Production Company Hungry Man Dan Opsal, director; Kim Dellara, partner/exec producer; Franchesca McDowell, exec producer; Buzzy Cancilla, unit production manager; Christopher Hoggard, production supervisor; Eric Topp, 1st AD; Rob Topp, 2nd AD; Damian Acevedo, DP. Editorial Arcade Ali Mao, editor; Lucas Ferreira, assistant editor; Ellen Lavery, producer. Color Grade Royal Muster Roslyn Di Sisto, sr. colorist; Thatcher Peterson, exec producer; Diane Valera, producer. Post/VFX Shape and Light Cara Lehr, managing director; Jade Fuller, Michelle Andre, producers; Emily Irvine, creative director/Flame lead. Sound Sonic Union Rob Ballingall, mixer/sound designer; MK Valentino, exec producer; Gina Petrarca, 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
