Inspired by the upcoming Amazon Prime film Cinderella, Mercedes-Benz recently collaborated with agency Merkley + Partners, director Rachel McDonald of Biscuit Filmworks, and a primarily female cast and crew, to create a television commercial which aims to encourage women to rewrite the roles they were told to have in the world.
Placing innovation at the forefront, Mercedes-Benz is showcasing the amazing talent behind Cinderella who are breaking the mold and leaving their mark. The commercial, "Rewrite the Story," stars Camila Cabello, Cinderella director and writer Kay Cannon and producer Shannon McIntosh and highlights the collaboration of strong, inspirational women who are shattering the glass ceiling.
Credits
Client Mercedes-Benz Agency Merkley + Partners Alex Gellert, CEO/partner; Andy Hirsch, chief creative officer; Max Godsil, creative group head; Gabi Hastings, creative director; Gary Grossman, director of broadcast production; Alex Kobak, sr. producer; Bev Don, director art production; Kristin Palmeri, art producer. Production Biscuit Filmworks Rachel McDonald, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Maury Strong, producer; Sean Moody, head of production; Chris Blauvelt, DP; Deborah Evans, production designer. Editorial Rock Paper Scissors Lauren Dellara, editor; Eve Kornblum, exec producer. Brand Experience Marketing Engine Shop Chris Handy, CEO; Jimmy Cundiff, EVP; Lindsay Abken, sr. graphic designer.
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
