Dante Ariola of MJZ directed this spot in which a man hits the mean streets late at night to make a black market score–but it’s not to get illegal drugs. Instead this man, who’s clearly desperate, is looking to buy clicks and “likes” to boost his quarterly numbers. A seedy dealer is about to help him out when the police hit the scene and our would-be buyer is arrested.
We later see him in jail being visited by his distraught wife who doesn’t know how she will be able to tell their kids that daddy was busted for “buying clicks.”
A super asks, “Do You Know What Your Marketing Is Doing?” And we then see that Adobe has the tools and resources (analytics, etc.) to realize the clicks and likes needed in today’ business world.
Agency is Goodby, Silverstein & Partners.
Credits
Client Adobe Agency Goodby, Silverstein & Partners, San Francisco Rich Silverstein, partner; Will Elliott, creative director; Patrick Knowlton, associate creative director; Bryce Cline, art director; Kate Baynham, copywriter; Benton Roman, producer; Tod Puckett, director of production. Production MJZ Dante Ariola, director; Scott Howard, exec producer; Natalie Hill, line producer; Philippe Le Sourd, DP; Quito Cooksey, production designer; Kelle Kutsegaris, wardrobe. Editorial Rock Paper Scissors Stewart Reeves, editor; Alexandra Zickerick, producer. VFX/Finishing Method Robert Owens, exec producer; Heather Sanders, producer; Noah Caddis, lead VFX artist; Matt Trivan, Patrick Ferguson, Sean Wilson, VFX artist. Post Company 3 Stefan Sonnenfeld, colorist; Rhubie Jovanov, producer. Music/Sound stimmung Robert Miller, composer; Ceinwyn Clark, exec producer; Kristina Iwankiw, producer; Gus Koven, sound designer. Audio Lime Studios. Rohan Young, audio engineer; Jessica Locke, 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.
