A fashion fanatic couple brings their doggie to the groomer. Their coddled Shih Tzu reflects who they are. These obsessed pet parents believe their canine is style simpatico with them. They see the sidewalk as their dog’s own runaway. They insist that the groomer’s inspired cut last time had other jealous pups doing a “doggy double-take” when they got a look-see at his great cut and sense of style during a visit to the park.
In a Petsmart :30 titled “Avant Guardians” and this short film called “Nooks and Crannies,” director Christopher Guest of production house GO captures this over-the-top couple who are akin to the quirky pet parents he introduced us to in his feature Best in Show. Agency is GSD&M, Austin, Texas.
Credits
Client PetSmart Agency GSD&M Scott Brewer, group creative director/art director; Ryan Carroll, group creative director/writer; Ross Aboud, associate creative director/art director; Kevin Dunleavy, associate creative director/writer; Morgan McDonald, art director; Scott Chalkley, writer; Abigail Hinojosa, producer; Adriane Weist, associate agency producer. Production GO Christopher Guest, director; Gary Rose, managing director; Adam Bloom, Catherine Finkenstaedt, exec producers; Mark Hyatt, line producer; Kristian Kachikis, DP. Editorial Mackenzie Cutler Gavin Cutler, editor.
White Ribbon has launched its “My Friend, Max Hate” campaign in Canada featuring this public service film that follows the journey of a young, isolated boy who becomes influenced by a misogynistic online puppet, “Max Hate.” The PSA reveals how online figures in the manosphere--a network of online communities promoting hateful, misogynistic rhetoric which fuels attitudes among young men and boys that contribute to gender-based violence.
“It’s alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,” said Humberto Carolo, White Ribbon CEO. “These misogynistic online groups have existed for years, but their influence has grown under controversial figures, driving an increase in gender-based violence. With the My Friend, Max Hate campaign, our goal is to expose the damaging influence of misogynistic figures and raise awareness, particularly among young men who are often drawn into these toxic online communities.”
Launching two weeks before Safer Internet Day (February 11), the campaign--from Toronto agency Bensimon Byrne--underscores the importance of online safety and protecting youth through clear content boundaries.
White Ribbon is creating an online resource hub that educates individuals on how to recognize harmful online groups and provides support for young men and boys seeking to escape. Additionally, the campaign will launch a TikTok account, @max_hate_, featuring the PSA ‘My Friend, Max Hate’ puppet to expose how these figures gain influence and spread hate in a space that reaches those most influenced, young men.
The PSA was directed by Angie Bird via Toronto-based Westside Studio.
