A new way to battle bullying: Make a “Glee”-style music video. That’s what Del Campo Saatchi & Saatchi did in this new advertisement to combat bullying made for VH1.
The humorous video shows young kids being tormented by their peers while singing a special rendition of the classic disco song “I Will Survive” by Gloria Gaynor. The video, appropriately named “VH1 Revenge of the Nerds” takes an empowering approach and implies that one-day the bullied will get their revenge.
According to U.S. Department of Education, in 2011, about 28 percent of students ages 12-18 reported being bullied at school during the school year.
“Ads like this promote an acceptance of this cycle. Pretty kids will bully, nerds will take it and prevail,” Ramani Durvasula, Ph.D., an L.A.-based licensed clinical psychologist told Shape. She continues:
“I get that the fantasy keeps us going, but this ad isn’t here to help you other than tell you to bide your time until you get yours.”
Whether or not the ad is successful, it’s definitely different.