Men revolt against being subjected to chick food in this tongue-in-cheek declaration that they have the inalienable right to eat meat. And these carnivores crave the Texas Double Whopper at Burger King. They exercise their new found freedom to the tune of “I Am Man,” a testosterone-laced takeoff on the women’s lib anthem “I Am Woman.”
Credits
Agency: Crispin Porter + Bogusky Alex Bogusky, chief executive officer; Andrew Keller, executive creative director; Rob Reilly, VP/creative director; Bob Cianfrone, associate creative director/copywriter; James Dawson-Hollis, senior art director; Rupert Samuel, executive producer; Keith Rose, senior producer; Ayml Beltramo, producer; Bill Meadows, music producer. Production Company: Hungry Man, Inc Bryan Buckley, partner/director; Scott Henriksen, DP; Stephen Orent, managing partner/executive producer; Thomas Rossano, executive producer; Alex Mehedff, executive producer (Hungry Man, Rio de Janeiro); Caroline Gibney, head of production; JD Davison, line producer; Mino Jarjoura, production supervisor. Shot on location in Rio. Editorial: MacKenzie Cutler Gavin Cutler, editor; Erik Laroi, assistant editor; Melissa Miller, executive producer. Postproduction: Company 3 New York Billy Gabor, colorist. Visual Effects: Method Tom McCullough, VFX artist; Colleen Garvey, producer; Luis Ribei
The Best Work You May Never See: White Ribbon, Bensimon Byrne, Director Angie Bird Introduce Us To “My Friend, Max Hate”
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.
Now in its 34th year, White Ribbon... Read More
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