A swashbuckling captain is more than up to meeting head on an intergalactic invasion–that is, if he can find his keys. Otherwise his space ship will stay grounded. So rather than an adventure and a battle, we’re relegated to watching him, with his compatriots, fumbling around to see where he misplaced his keys.
A spokesman intervenes that as long as people misplace keys, you can count on GEICO to save you money on car insurance.
Randy Krallman of Smuggler directed this spot titled “Captain” for The Martin Agency.
Credits
Client GEICO Agency The Martin Agency Steve Bassett, group creative director; Neel Williams, Justin Harris, creative directors; Brett Alexander, executive producer; Heather Tanton-Collier, sr. content producer; M.A. Williams, jr. content producer. Production Smuggler Randy Krallman, director; Bryan Newman, DP; Ian Blain, line producer. Editorial Cut+Run Rob Ryang, editor; Beau Dickson, assistant editor; Ellese Jobin, editorial producer. VFX/Post The Mill Anastasia von Rahl, exec producer; Alex Bader, producer; Jake Fritz, production coordinator; Phil Crowe, executive creative director; Adam Scott, colorist. Remote Color Facility Running With Scissors Audio Heard City Mike Vitacco, sound designer/mixer; Sasha Awn, producer. Music American Public Music, stock music; Jeremy Turner, custom score.
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.
