Following up on its “Say No To Spec” initiative, Toronto-based ad agency Zulu Alpha Kilo has launched four new shorts poking fun at the speculative creative bidding process in new business pitches. Zulu Alpha Kilo believes there’s a better way for agencies and clients to find the perfect match.
In this video entitled “Spec Eggs,” we see what happens when a short order cook at a diner is asked for a free (spec) breakfast. The man requesting a gratis breakfast says that if he likes the meal, he will make the cook’s business his official “ROR” (Restaurant of Record).
Zulu Alpha Kilo founder/creative director Zak Mroueh directed the four new videos, including “Spec Eggs.”
Credits
Client Zulu Alpha Kilo/Say No To Spec Agency Zulu Alpha Kilo, Toronto Zak Mroueh, creative director; Guilherme Bermejo, art director; Nick Doerr, copywriter; Tara Handley, Daniel Kaplan, producers. Production zulubot Zak Mroueh, director; Albert Huh, Alex Oktan, DPs; Shasta Lutz, casting director. Editorial/Post zulubot Mike Headford, Jay Baker, editors; Roslyn Di Sisto, colorist. Audio Post zulubot Ian Reynolds, sound mixer; Stephen Stepanic, engineer.
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.
