“The Big Anniversary Rig” tells the story of a hopeless romantic, far away from home on his first wedding anniversary. He proves you can overcome being apart, if you “WeMo That,” WeMo being the home automation company that gives you the ability to be at home even when you’re not. WeMo is a simple way to control your household electronics and appliances on your mobile. From anywhere. In short, when you connect something to a WeMo like a lamp, curling iron, game console or buy a product that has WeMo built-in like a Crock-Pot Smart Slow Cooker, Mr. Coffee Smart Coffeemaker or Holmes Whole Room Smart Humidifier, you can control it from afar.
Directed by Michael Clowater of Radke Film Group, Toronto, for CP+B, “The Big Anniversary Rig” spot is appearing online and scheduled to air on network TV in November.
Credits
Client WeMo Agency CP+B Sue Anderson, VP/executive creative director; Robin Fitzgerald, VP/creative director; Hoj Jomehri, creative director; Antonio Marcato, Gary Du Toit, Brian Friedrich, associate creative directors; Heather Weiss, art director; Joshua Hacohen, copywriter; Kate Hildebrant, VP/director of video production; Corey Bartha, executive producer; Dustin Freeman, integrated producer; Jake Burnett, jr. video producer; Corey Szcopinski, VP/creative technology; Beth DeMarco, content supervisor; Linda Gonzalez, content manager. Production Radke Film Group, Toronto Michael Clowater, director; Jeff Trenner, line producer; Nicolas Bolduc, DP. Editorial NO6 Los Angeles James Duffy, editor; Kyle Whitmore, assistant editor; Kendra Desai, post producer; Crissy DeSimone, exec producer. Post Method Studios, L.A. Aidan Thomas, Flame artist. Post Company 3 Stefan Sonnenfeld, colorist. Audio Lime Studios Mark Meyuhas, 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.
