When he learns that Jennifer Love Hewitt “hangs out with dead people” in the CBS primetime series Ghost Whisperer, a nerdy guy jumps out of his apartment window. He falls several stories to land face down atop a parked van. As he lays motionless, a super appears accompanied by the CBS logo; the super reads, “Ghost Whisperer. Fridays 8 p.m.”
Credits
Agency: Cliff Freeman & Partners Cliff Freeman, chief creative officer; Arthur Bijur, chief creative director; James Maravetz, copywriter; Jason Hoff, copywriter; Sherrod Melvin, art director; Clair Grupp, executive producer; Greg Tharp, producer. Production Company: Epoch FIlms, NY Office Matt Aselton, director; Jerry Solomon, Mindy Goldberg, executive producers; Peter Donahue, DP Editorial: Spot Welders, Inc Dick Gordon, editor Postproduction: The Mill, New York,Nice Shoes Fergus McCall, colorist,John Shea, flame artist Visual Effects: Ring of Fire Jerry Spivack, on-set visual effects supervisor/creative director; John
Myers, executive producer; Thomas Downs, Inferno artist. Audio: hsr/ny Steve Rosen, audio mixer
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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