A tamed down :30 of this online :60 for Kraft Heinz’s frozen food brand Devour is slated for this year’s Super Bowl.
In this uncensored version designed to generate buzz for the brand and its upcoming Super Sunday ad, a woman talks about her boyfriend’s addiction to “frozen food porn,” replete with obsessive watching of videos and a hidden stash of photos.
The Super Bowl work is from agency David Miami.
Client Kraft Heinz/Devour Agency David Miami Ignacio Ferioli, Joaquin Cubria, chief creative officers; Ricardo Casal, Juan Javier Pena Plaza, executive creative directors; Jean Zamprogno, Fernando Pellizzaro, associate creative directors; Melusi Mhlungu, sr. copywriter; Sofia Rosell, jr. art director; Veronica Beach, head of global production; Carlos Torres, sr. producer; Renata Neumann, Marina Rodrigues, producers. Production Landia Andy Fogwill, Agustin Carbonere, directors; Juan Taylor, exec producer. Laureana Ferrucci, producer; Julian Ledesma, DP; Ludmila Herms, head of production; Juan Cavia, Walter Cornas, production designers. Editorial & Online Cosmo Street Editorial Lorenzo Bombicci, editor; Yvette Cobarrubias, exec producer; Idalia Deshon, producer; Andrew Corrales, assistant editor; Tim Miller, Flame artist. Color Apache Quinn Alvarez, colorist; LaRue Anderson, exec producer. Music Beacon Street Studios Andrew Feltenstein, John Nau, composers; Adrea Lavezzoli, exec producer. Audio Post Beacon Street Studios Amber Tisue, miser; Aaron Cornacchio, mix assistant; Kate Vadnais, mix producer; Adrea Lavezzoli, exec producer.
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
