In Luvs’ “Circus,” circus performers are frozen mid-performance and the audience is still. The entire arena turns when a mother and her baby return to the audience. When the mother finally takes her seat, the circus starts up full swing again. “Everything stops when a diaper leaks,” comes on screen as the circus act continues. The camera then focuses on the mother and child and “Next time, Luvs,” is written across the screen. The next comment is written above a box of Luvs diapers on stage; it says, “life uninterrupted.”
Credits
Agency: Saatchi & Saatchi Chief Creative Officer, Tony Granger; EVP Global creative Director, Barbara Boyle; VP/Associate Creative Director/ Art Director, Fern Cohen; VP/Associate Creative Director/Copywriter, Margot Owett; Executive Producer; Bob Shriber Production Company: Anonymous Content Director, Garth David; Director of Photography, Grieg Fraser; Executive Producer, Karen Sproul Editorial: Final Cut Editor, Carlos Arias; Assistant Editor, Mike Wordsworth Postproduction: The Mill New York Online Editor, Furgus McCall Sound Design: Final Cut Sound Designer, Roland Alley Audio: Sound Lounge Engineer, Peter Holcomb
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
MySHOOT Profiles
Add A Comment