A city where everything from the highway to dogs being walked on the street looks like it has been doodled by a bored high schooler. The jumbled city finally manages to straighten itself out, just like the HP system. A voiceover concludes the commercial with, “Consolidation made easy.”
Credits
Agency: Goodby, Silverstein & Partners Executive Producer, Elizabeth O�Toole; Senior Producer, Hilary Bradley; Creative Director, John Norman; Associate Creative Director, Rick Condos, Hunter Hindman; Art Director, Stacy Milrany; Copywriter, Will Elliot; Account Manager, Maggie Enwistle Production Company: Motion Theory Director, Motion Theory; Director of Photography, Claudio Miranda; Executive Producer, Javier Jimenez; Producer, Scott Gemmell; Live-Action, Mathew Cullen, Bo Platt Visual Effects: Motion Theory Art Director, Mathew Cullen; Visual Effects Supervisor, John Clark; Senior Designer, Mark Kudsi; Artists, Joseph Hart, Carm Goode, Daniel Chang, Ryan Wallace Music: Stimmung Composer, David Winer Sound Design: Stimmung Sound Designer, Richard Denke
The Best Work You May Never See: White Ribbon, Bensimon Byrne, Director Angie Bird Introduce Us To “My Friend, Max Hate”
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.
Now in its 34th year, White Ribbon... Read More
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