Lexus’ “Moments” celebrates all the moments that can, did, and will happen. Moments composed of varying emotions and meanings are caught on tape and described by a voiceover in this commercial. The end of the commercial shows a Lexus driving down an open road and the voiceover says, “here’s to the moment and squeezing all you can out of every last single one. Pursue the moment.”
Credits
Agency: Dentsu Canada Inc Creative Catalyst: Glen Hunt; Art Director, Deborah Prenger; Agency Producer, Amanda Loughran Production Company: Bruce Dowad Associates Bruce Dowad Associates/LA, Circle Productions/ Toronto: Director, Bruce Dowad; DP, Bojan Bazelli; EP, Jessica Carlson (BDA), Karen Tameanko (Circle); Producer, Merrie Wasson
Editorial: School Editing Editor, Mark Morton; Assistant Editors, Chris Thurston, Amanda Lariviere; EP, Sarah Brooks; Telecine, Notch/Toronto; Colorist, Bill Ferwerda Visual Effects: Crush Senior Effects/ Composite Artist, David Whiteson; Senior Producer, Debbie Cooke; EP, Jo-ann Cook Music: Grayson Matthews Audio Design Composers, Rob Melamed, Tom Westin, Dave Sorbara, Annelise Noronha, Bill Hermans, Ryan Mclarnon, Marc Robillard; Producer, Elizabeth Taylor
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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