Argentina’s Del Campo Saatchi & Saatchi—the agency that previously exposed us to untimely erections, miraculous hens and summer haters—has now turned its creative talents to fighting the scourge of bullying for VH1. In the new ad, which is carried by a reworked version of Gloria Gaynor’s ‘I Will Survive’, a series of kids cast in stereotypically nerdy roles are depicted enduring a range of punishments at the hands of bullies. And despite being tied to flag poles and having their heads stuck into toilet bowls, the nerdy kids are shown retaining a sense of pride, due to the knowledge that they will one day reign over the bullies on the corporate ladder.
This new spot serves to continue the trend of major corporates working to challenge bully culture in schools. Last week, the Mad Butcher also threw his weight behind an anti-bullying campaign here in New Zealand, and this move was applauded by many given that the nation continues to struggle with a high suicide rate among the younger generation.