In this promo for Dwayne “The Rock” Johnson’s HBO series Ballers, Johnson’s character grooms Green Bay Packers linebacker Clay Matthews for a post-NFL career as a SportsCenter anchor at ESPN.
Aptly titled "SportsCenter Basement," this spot reveals that Johnson has a full SportsCenter set–replete with anchor desk–in the basement of his house. We then see Matthews’ comedy chops as he clumsily tries his hand at the SportsCenter intro. ESPN’s Scott Van Pelt also appears in the promo.
Via Ignition Creative which served as hybrid agency/production/post house, the spot was directed by Jeff Aron Lable who recently joined the roster of production company Superlounge.
In Ballers, Johnson plays a retired NFL player getting his life on track in retirement while mentoring other current and former players.
Credits
Client HBO/ESPN Agency ESPN Marketing Christina Dunleavy. Agency/Production/Postproduction Ignition Creative Martin Kistler, creative director; Danielle Dormer, executive producer; Nate Wehrman, producer; Jeff Aron Lable, director (whose production house roost is Superlounge); Alex Jacobs, DP; Brady Heiser, first assistant director; Matt Silverman, GFX
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.
