This Jose Cuervo spot was inspired by a cliché: “If you were at a party, and could sit next to anyone from history, who would it be?”
Crispin Porter Bogusky teamed with director Isaiah Seret of Biscuit Filmworks to create a party with the most prolific figures in history and of course Jose Cuervo, the father of tequila, hosting.
The premise taps into Cuervo’s rich history reflecting the heritage and pride of Mexico’s libation. Jose Cuervo Tradicional was created in 1795 and handed down through 10 generations of the Cuervo family–and is now front and center of the booming tequila category in the U.S. and globally.
Credits
Client Jose Cuervo Tequila Agency Crispin Porter Bogusky Tom Adams, executive creative director; KT Thayer, creative director; Shannon Gibney, associate creative director; Dan Corken, head of production; Jamie Slade, sr. producer; Lilah Strauss, assistant producer; Courtney Loveman, VP, co-head of strategy; Kevin Jansick, sr. strategist. Production Biscuit Filmworks Isaiah Seret, director; Jeff McDougall, exec producer; Mercedes Allen, Rachel Glaub, heads of production; Rodrigo Prieto, DP; roberto Bonelli, production designer. Mix/Sound Design 740 Sound Stephen Dickson, mixer; Scott Ganary, exec producer. Editorial Union Editorial/Marshall Street Editors Tim Thornton-Allan, editor; Joe Hughes, assistant editor; Michael Raimondi, president/managing partner; Joe Ross, exec producer. Color/VFX MPC Ricky Gausis, sr. colorist; Robert Owens, managing director; Meghan Lang, color EP; Damian Winterbottom, Susan Harris, color producers; Morten Vinther, VFX supervisor/creative director; Karena Ajamian, sr. producer; Claus Hansen, creative director/sr. Flame artist; Nicole Saccardi, producer. Josh Pena, Kathleen Kirkman, Sean Anderson, Flame compositing team. Music Beacon Street Studios Andrew Feltenstein, John Nau, composers; Leslie DiLullo, exec producer.
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.
