If your clothes are wrinkled and messy, people are more likely to assume you’re up to no good.
Especially if you happen to be a couple of grandparents emerging from a tiny hallway closet.
In a continuation of their “Wrinkles send the wrong message” campaign, Procter & Gamble’s multi-agency shop Woven Collaborative (with teams from Grey) has taken another look at all the negative misconceptions a messy outfit can create.
Directed by Chris Balmond of Station Film, this 30-second spot, “Pop Pop,” for Downy WrinkleGuard showcases an unfortunate miscommunication between a grandson and his grandparents doing some work in the hallway closet. Their wrinkled clothes send a message no grandchild ever wants to see and offers the anti-wrinkle product, Downy WrinkleGuard, as a solution to all of our wrinkled-outfit-woes.
Credits
Client Downy/P&G Agency Grey NY/Woven Collaborative John Patroulis, worldwide chief creative officer; Joe Mongognia, executive creative director; Lillian O’Connor, associate creative director/art director; Brett Simone, associate creative director/writer; Alyssa Gaddis, art director; Abigail Hoeflinger, writer. Executive Production Townhouse James McPherson, EVP, head of integrated production; Tania Salter, SVP, associate head of integrated production; Katy Hill, VP, executive producer; Samantha Alvarado, integrated producer; Kurt Steinke, Leland Drake, music producers. Production Station Film Chris Balmond, director; Stephen Orent, managing partner; Caroline Gibney, exec producer; Julie Lee, producer; Nigel Buck, DP. Editorial Arcade Edit Alison Mao, editor. Music/Sound Design Townhouse Studios Dante Desole, Justin Sloan, music/sound design. Color The Mill Fergus McCall, colorist. Finishing The Mill
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.
