TBWAChiatDay LA conceived of this Supercuts campaign starring actor Michael Kelly (a three-time Emmy nominee for House of Cards) as he promotes a greater appreciation of hair. Being follically challenged, Kelly has a deep appreciation which is in sharp contrast to the full-head-of-hair folks who surround him in everyday life.
Included in the mix of campaign work directed by David Shane of production house O Positive is this anthem spot in which Kelly seems to be the only one who doesn’t take hair for granted. In that spirit, he cites Supercuts for taking better care of hair than most people do.
“This campaign allowed our agency to do what we love most: Identify the soul and voice of a brand that differentiates its business within its category,” said Renato Fernandez, CCO, TBWAChiatDay L.A. “What we found in Supercuts was a playful, fun tonality that enabled us to bring humor to the concept of not taking your hair, or the value that Supercuts offers for granted, while still having a bit of fun connecting with the next generation of men who may face this reality one day.”
Credits
Client Supercuts Agency TBWAChiatDay, Los Angeles Renato Fernandez, chief creative officer; Jason Karley, group creative director; Cyrus Coulter, creative director/art director; Josh Dimarcantonio, creative director/copywriter; Andrew Livingston, sr. art director; Simon Bruyn, sr. copywriter; Guia Iacomin, director of content production; Alicia Portner, producer. Production Company O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Jason Reda, producer; Stuart Dryburgh, DP. Production Service Company, The Lift, Mexico City Editorial Arcade Geoff Hounsell, editor; Ryan Andrus, assistant; Damian Stevens, managing partner; Crissy DeSimone, exec producer; Alexa Atkin, producer. VFX Jamm Patrick Munoz, VFX supervisor/lead Flame artist; Brian Hajek, Flame artist; Ashley Greyson, producer; Asher Edwards, exec producer. Color The Mill Adam Scott, colorist. Audio Post Lime Studios Joel Waters, mixer. Music Walker Music Sara Matarazzo, Stephanie Pigott, exec producers; Danielle Soury, 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
