Lloyd Lee Choi of production house Descendants directed this piece out of Toronto agency Open which offers a reminder to viewers that they should stay young at heart and be playful by doing the things they love.
The short is part of a campaign marking the 30th year of Toys”R”Us Canada. As the company matures into adulthood, what better time for the brand to promote an inquisitive, curious youthful approach to life?
“The film demonstrates the things that those who are young at heart promise to always do, from playing with bugs, to keeping a sense of wonder, to rolling down hills or firing off bottle rockets. The film has a sweet side, but focuses on the lightheartedness that is inherently Toys’R’Us,” said Martin Beauvais, partner, creative at Open.
Credits
Client Toys”R”Us Canada Agency Open, Toronto Martin Beauvais, partner, creative; Christian Mathieu, partner, strategy; Kate Thorneloe, Laurent Prud’homme, LauraBeth Cooper, copywriters; Jessica Carter, Jessica Rogers, Tyler McKissick, art directors; Brie Gowans, producer; Anne Ngo, project lead; Nicolas Rouleau, project manager. Production Descendants, Toronto Lloyd Lee Choi, director; Oliver Millar, DP; Tasha Litt, exec producer; Michelle Woodward, line producer. Editorial Saints, Toronto Robin Haman, editor; Michelle Rich, exec producer. Post AXYZ, Toronto James Andrews, Flame artist; Kara Mallard, producer. Post Alter Ego Music/Sound Apollo Studios Yan Dal Santo, director; Tom Hutch, producer.
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.
