Y&R New York has unveiled for client Xerox a contemporary take on a beloved 1976 Super Bowl commercial, “Brother Dominic.” In that iconic ad, Brother Dominic turned to a Xerox copier to duplicate his meticulously hand written manuscript. Fast forward to the new commercial, and Xerox technology enables Brother Dominic to translate his manuscript into assorted languages, personalize and share it both physically and digitally across all devices–worldwide.
James Rouse of The Corner Shop directed the new Brother Dominic commercial. Inspiring the piece was the work of Allen Kay, creative director at Needham who created the original Brother Dominic commercial.
Credits
Client Xerox Agency Y&R New York Leslie Sims, chief creative officer; Fern Cohen, Margot Owett, creative directors; Mathieu Shrontz, executive producer; Larissa Ananko, associate producer; Lauren King, executive producer/head of music; Deb Oh, music producer; Chip Walker, EVP, brand planning. Production The Corner Shop James Rouse, director; Anna Hashmi, exec producer; Benji Howell, producer; Joost Van Gelder, DP. Editorial Work Editorial Art Jones, editor; Erica Thompson, exec producer; Jamie Lynn Perritt, producer. Music Woodwork Music Joseph Reuben, composer; Andy Oskwarek, music producer. Postproduction/VFX Framestore Dez Macleod-Veilleux, exec producer; Sophie Harrison, producer; Gigi Ng, lead artist/VFX supervisor; Giulia Bartra, Julien Desroches, Liz Yang, Raul Ortego, Matt Pascuzzi, Akira Thompson, Callum McKeveny, VFX team; Steffan Perry, colorist. Audio Post Heard City Eric Warzecha, engineer.
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
