VH1 Latin America targets all the bullies in the world with this hilarious global effort created out of Del Campo Nazca Saatchi & Saatchi and directed by Agustin Alberdi via Stink and Landia. The gorgeous, cinematic musical short stars a bunch of school-age misfits and geeks being tortured and brutalized by their mean-spirited peers. But in the long-run, the victims know the tables will turn dramatically.
Each cast-off sings along to a cover of Gloria Gaynor's "I Will Survive," whose lyrics have been replaced with another story -- that of the downfall of the brutes, who ultimately, will end up the real whipping boys.
The campaign is Del Campo's first work for VH1, who, according to ECD Maxi Itzkoff "wanted to generate a story relevant to young people and if possible, related to music." The agency then came up with a social idea, centered on the modern issue of bullying.
"The challenge was to make something suitable for a cool brand like VH1," he said. "We worked as lawyers defending those nerds, and we discovered that those guys are the ones who study more and take things more seriously. So we thought those guys will get a better job than those who are messing around. Instead of portraying the children as victims, we decided to reveal to the world their true power with a song that is in line with the concept: "I will survive." Only in this case, it's more like "I will survive, and I will make you shine my shoes."