Guys wearing see-through plastic pants over their Fruit of the Loom boxer briefs demonstrate there’s no riding up with those no ride-up briefs, which have been fully reinvented with a softer waistband, redesigned cut, and longer legs that stay in place even when the gents make extreme moves.
Martin Granger of Moxie Pictures directed this spot, titled “Plastic Pants,” for agency CP+B.
Client Fruit of the Loom Agency CP+B Ralph Watson, chief creative officer; Dave Steinke, Allen Richardson, VP/creative directors; Mona Hasan, Nicholas Buckingham, associate creative directors; Kate Hildebrant, VP/director of video production; Annie Turlay, integrated video producer; Addison Born, Shelby Hawkinson, integrated jr. video producers; Andy Hamm, music supervisor; Charissa Kinney, content supervisor; Tara Delaney, Whitney Beemer, Ben Song, content managers; Abel Gonzalez, Hispanic consultant; Eva Hunter, asset producer. Production Moxie Pictures Martin Granger, director; Eric Schmidt, DP; Karol Zeno, exec producer; Paula Benson, head of production; Heidi Soltesz, producer. Editorial Hutch Co, Los Angeles Jim Hutchins, editor; Joaquin Machado, assistant editor; Jane Hutchins, exec producer. Post/VFX Method Studios, Santa Monica, Calif. Claus Hansen, creative director; Wensen Ho, sr. Flame artist; Robert Owens, exec producer; Paula Jimenez, producer. Audio Post Lime Studios, Santa Monica Mark Meyuhas, engineer; Matt Miller, assistant engineer; Jessica Locke, Susie Boyajan, exec producers. Post Company 3, Santa Monica Stefan Sonnenfeld, colorist; Rhubie Jovanov, 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
