Now in its third year, the “La Dolce Velveeta” campaign from agency Johannes Leonardo this time around reflects the attitude behind theVelveeta lover in three films directed by Andreas Nilsson of Biscuit Filmworks and edited by Jonnie Scarlett via Cut+Run/TheQuarry–each showing us a Velveeta snacker enjoying life.
In this piece titled “Life’s a Breeze,” we see a man driving in a convertible. He stops his ride for a moment to experience the kick-back-and-relax cool of reveling in a Velveeta snack.
The three films with cutdowns will be running across TV, OLV and social. There will also be high visibility placements in Times Square and on the Las Vegas Strip.
Credits
Client Velveeta Agency Johannes Leonardo Jan Jacobs, founder; Leo Premutico, founder; Julia Neumann, chief creative officer; Mathew Jerrett, creative director; Andrew Chin, Lannie Hartley, creative leads; Emily Garvey, group strategy director; Annie Yuan, communications strategy director; Cameren Moncrieffe, sr. communications strategist; Andrew Grant, strategist; Brett Fischer, group executive producer; Jake Herman, sr. producer, film. Production Company Biscuit Filmworks Andreas Nilsson, director; Peter Deming, DP; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Sean Moody, head of production. Production Services The Lift Avelino Rodriguez, CEO; Pablo Chozas, exec producer; Christina Barres, line producer. Editorial Cut+Run/The Quarry Jonnie Scarlet, editor; Chrissy Doughty, assistant editor; Lauren Hertzberg, managing partner; Ellese Shell, exec producer; Marcia Wigley, head of production. Postproduction BaconX Hannibal Lang, colorist; Eliana Carranza-Pitcher, COO, exec producer; Cillie Kragegaard, head of production; Doireann de Buitlear, VFX producer; Morten Vinther, VFX supervisor; Mikkel Hansen, sr. compositor; Kai Hauswirth, Marco Baratto, Oliver Woozy, compositors; Marina Henzel, Flame artist. Music & Sound Gregers Maersk Moller, exec producer; Adrian Aurelius, sound designer; Philip Flindt, audio engineer; Sunny Kapoor, Marc Algranti, music supervisors.
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.
