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Gloria Gaynor’s “I Will Survive” targets cool kids in this Anti-Bullying Campaign

Posted by Marc van Gurp | 24-04-2014 12:45 | Category: Abuse, Education, Violence



Gloria Gaynor's I Will Survive targets cool kids in this Anti-Bullying Campaign

How an anti-bullying campaign can be funny. Speaking directly to those “cool” kids, that is what Saatchi & Saatchi did in this new work for VH1.
The finishes film is a re-working of the classic Gloria Gaynor disco classic ‘I Will Survive’ that sees put upon nerds sing about their future triumphs and warns bullies that they may well end up working for their bosses in the future.

It’s a warning for revenge. That doesn’t sound so nice, but let the cool kids might think about the consequences in the future.

The campaign was co-produced by Landia and Stink and directed by Agustín Alberdi.



Advertiser:
VH1
Agency:
Saatchi & Saatchi
Additional credits:
Executive Creative Directors: Maxi Itzkoff / Mariano Serkin
Creative Directors: Juan Pablo Lufrano / Ariel Serkin /Dani Minaker / Sebastian Tarazaga
Agency Producers: Andy Gulliman / Felipe Calviño / Adrian Aspani
Account Director: Ana Bogni
Production Company: Landia / Stink
Director: Agustin Alberdi
Executive Producers: Daniel Bergmann / Andy Fogwill / / Diego Robino
Producer: Nell Jordan
Director of Photography: Carlos Ritter
Post house: Electric Theater
Sound : Pure Sound
Advertiser’s Supervisors: Sean Taylor / Nacho Gil




Comments


Comments about Gloria Gaynor's

Was I meant to laugh?
Probably.  But it feels wrong to do so.

Will this be effective and affect behaviour?  That’s the core question.  VH1 media buy is an interesting play and, while I can’t find anything definitive and recent, there is data out there suggesting that the core audience is 18+ - which would put them outside of this ad’s scope, surely?

Posted by Neil Hopkins | 24-04-2014 14:00



My comment



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