Who says doctors don’t make house calls? In Japan, we’re introduced to a physician who visits homes in villages via jet ski. Making his duty easier is a lightweight Ultrasound machine devised by GE.
One house call has him using the streamlined ultrasound to give a pregnant woman and her husband a look at their baby in the womb.
The Hudson Dusters of Greenpoint Pictures directed this and two other shorts in the GE campaign for BBDO New York.
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Michael Aimette, executive creative director; Chris Lisick, sr. creative director; Anthony Nelson, group director of content production; George Sholley, producer; Judd Counsell, Lance Vining, associate creative directors; Rani Vaz, head of music production. Production Greenpoint Pictures The Hudson Dusters, director; Logan Roos, DP. Editorial Greenpoint Pictures Philip Knowlton, editor. Visual Effects Greenpoint Pictures. Music The Music Bed. Audio/Sound Design One Thousand Birds.
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
