Christopher Guest directed via production house GO this PetSmart :30, titled “New Parents,” which debuted on Sunday’s Oscar telecast. Conceived by agency GSD&M, the spot finds a timid set of first-time pet parents cautiously doting on their duo of adopted puppies when an uninvited and brazen mother-in-law (Jennifer Coolidge), who’s climbed in through a house window, casts protective parenting aside with a dose of “fun mother” time.
The commercial is part of a “Partners in Pethood” campaign which also includes other Guest-directed spots, including an anthem piece featuring Anna Faris hosting a dog birthday party complete with canine party hats, a bone-shaped cake, costumed puppy photo albums and overwrought pet-rearing discussions.
Credits
Client PetSmart Agency GSD&M, Austin, Texas Scott Brewer, group creative director/art director; Ryan Carroll, group creative director/writer; Kevin Dunleavy, associate creative director/writer; Ross Aboud, associate creative director/art director; Jack Epsteen, sr. VP, director of production; Monique Veillette, producer; Adrian Weist, associate agency producer. Production GO Christopher Guest, director; Gary Rose, managing director; Adam Bloom, Catherine Finkenstaedt, exec producers; Mark Hyatt, producer; Kristian Kachikis, DP. Editorial Mackenzie Cutler, NY Gavin Cutler, editor.
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.
