With one hand, NFL star wide receiver Larry Fitzgerald catches strongly thrown passes from quarterbacks Drew Brees, Colin Kaepernick and Andrew Look. With his other hand, Fitzgerald is using Visa Checkout–the easier way to pay online–to buy three of his personalized, autographed football jerseys for the frustrated quarterbacks.
Nicolai Fuglsig of MJZ directed the spot for BBDO New York.
Client Visa Checkout Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, New York; Toygar Bazarkaya, executive creative director; Tom Kraemer, Jens Waernes, Scott Ed Rodgers, sr. creative directors; Josh Gold, Daniel Aykurt, creative directors; Don Marshall Wilhelmi, associate creative director/copywriter; Monty Pera, associate creative director/art director; Tom Mandel, copywriter; Zoe Kessler, art director; Brian Mitchell, executive producer; Georgiana Turner, associate producer; Rani Vaz, music producer. Production MJZ Nicolai Fuglsig, direcxtor; Natasha Braier, DP; Adam Gross, producer. Editorial Work Editorial Rich Orrick, editor; Adam Witten, Trevor Myers, assistant editors. Audio Post Sonic Union, Michael Marinelli, mixer. VFX The Mill Will Mok, producer; Richard Lyons, VFX lead Flame; Fergus McCall, colorist. Music Agoraphone Dawn Sutter-Mandell, Jasmine Flott, music supervisors. Song: “Lobby Call” by Law of the Least Effort.
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
