Tim Heidecker and Eric Wareheim, a.k.a. Tim & Eric of Adult Swim fame, directed this tongue-in-cheek infomercial style ad starring Jeff Goldblum and introducing the cutting-edge GE link connected LED bulb which can last some 22 years.
In the spot, Goldblum plays an over-the-top celebrity type who owes all of his success to great lighting – the GE Link bulb that enables anyone to remotely control their lighting from anywhere, anytime using just a smartphone and the Wink hub and app. The infomercial touts the many benefits of the GE Link bulb, including its affordability, easy installation and seamless controls from the Wink app, and of course—the beautiful lighting it surrounds you with. In the words of Jeff Goldblum’s character, “Now you can kiss your horribly-lit, non-successful life, goodbye!”
Created by BBDO New York, the two-minute film is currently running on select cable TV and digital channels.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, New York; Michael Aimette, executive creative director; Anne Lac, associate creative director/art director; Judd Counsell, associate creative director/copywriter; Anthony Nelson, group executive producer; Darbi Fretwell, sr. integrated content producer; Rani Vaz, music producer; Brandon Fowler, worldwide sr. director; Peter McCallum, sr. director. Production PRETTYBIRD Tim Heidecker, Eric Wareheim (a.k.a. Tim & Eric), directors; Andrew Wheeler, DP; Hillary Calhoun, line producer; Kerstin Emhoff, executive producer; Karl Reid producer. Post PRETTY BIRD Kyle Brown, editor; Joe Carugati, assistant editor. VFX & Animation Makana Sylva Additional VFX Skulley VFX Music/Sound Beacon Street Studios, Venice, Calif. Audio Post Heard City, NY Cory Melious, mixer. Post Company 3 Tom Poole, colorist. Graphics Anthony Madlangbayan, graphic designer.
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.
