Nick Ball directed via production house Finch this anti-drunk driving PSA for the New Zealand Transport Agency (NZTA) out of agency Clemenger BBDO Wellington.
Told through a montage of reckless memories, the PSA reminds you of what you miss out on if you drink and drive. Titled “The Legend,” the spot targets a demographic Down Under known as the provincial male whose diversions include motorbiking, mud wrestling and banger racing. If he drinks and drives, he stands the chance of no longer being active in those pursuits.
Credits
Client New Zealand Transport Agency (NZTA) Agency Clemenger BBDO Wellington Production Finch Nick Ball, director; Camilla Mazzaferro, producer; Karen Bryson, exec producer; Lachlan Milne, ACS, DP; Neville Stevenson, production designer; Kylee Strathdee, costume designer. Editorial The Butchery Jo Scott, editor. Casting Catch Casting Color Trish Cahill, colorist. VFX Blockhead VFX Sound Design The Coopers.
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.
