Über Content director Scott Pickett shows us what a little automotive therapy can do to even the most straight-laced of characters in this spot–produced Down Under by production shop Jungleboys–for Toyota out of Saatchi & Saatchi Sydney.
Set to George Thorogood’s classic “Bad to the Bone,” we follow a dad channeling his inner bad boy with the newfound swagger that his red special edition Camry RZ has given him. Suddenly, life’s annoyances aren’t so bad, as the transformed family man gets a little saucy with his son, neighbor, mother and wife.
Credits
Client Toyota Camry RZ Agency Saatchi & Saatchi, Sydney, Australia Damon Stapleton, executive creative director; Steve Carlin, creative director; Sarah Nicholls, producer; Sam Chappell, art director; Dan O’Connell, sr. copywriter; Nick Simkins, executive producer; Kate Gooden, producer; Ben Court, managing partner. Production Jungleboys Scott Pickett, director. Post Method Stduios Adam Wills, editor. Audio Rumble Studios
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.
