To coincide with the NBA preseason kicking off this week, a hometown celebrity–Memphis Grizzlies mascot, “Grizz” –applies for a job at the FedEx World Hub.
To staff up for the upcoming holiday rush and beyond, FedEx will be filling positions ranging from package handlers to operations managers. Part of an overall campaign from BBDO New York comprised of streaming audio, social posts and TikTok videos, this spot–titled “Grizz: The Job Interview”–was directed by Moxie Picture’s Frank Todaro, who has helmed prior FedEx comedy favorites such as “Drama,” “MBA” and “Jenkins (Alien).”
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Ketchum, Tom Godici, executive creative directors; Greg Gerstner, sr. creative director; Banks Noel, creative director; Tom Kraemer, sr. creative director/copywriter; Alex Gianni, executive producer/director of content production; Hyatt Choate, executive producer; Scottie Schuckies, sr. producer; Jasmine Batista, art producer; Lizzy Lehn, associate art producer. Production Moxie Pictures Frank Todaro, director; Neil Shapiro, DP; Karol Zeno, exec producer; Laura Heflin, producer. Editorial Work Editorial Rick Orrick, editor; Joseph Tuzzolino, assistant editor; Alejandra Alarcon, head of production; Chris Delarenal, producer. VFX Method Studios Andrew Hamill, sr. producer; Mario Caserta, sr. Flame. Telecine Color Collective Alex Bickel, colorist; Claudia Guevara, exec producer. Audio Sound Lounge Tom Jucarone, mixer.
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.
