In Nintendo’s spot titled “Control,” a street musician sitting in a crowded train station makes people jump, fight, and run depending on how he plays his bongo drums. The commercial cuts to video of someone playing Donkey Kong Jungle Beat on Nintendo Game Cube and a voiceover says, “Jump. Fight. Run. Stuff happens when you beat the drums.”
Credits
Agency: Leo Burnett Producer, Juan Woodbury; Creative Director, Bill Stone, Dominick Maiolo; Executive Producer, Ron Nelken; Art Director, Nathan Zuercher; Copywriter, Vinit Patil; Production Manager, Susan McGarrigle Production Company: HSI Productions,Film Planet President, Stavros Merjos; Executive Producer, Ellen Jacobson, Karin Stuckenschmidt; Head of Production, Michael McQuahe; Producer, Rhonda Vernet, Carlos Gr๏ฟฝbber; D.P., Jonathan Sela,President, Stavros Merjos; Executive Producer, Ellen Jacobson, Karin Stuckenschmidt; Head of Production, Michael McQuahe; Producer, Rhonda Vernet, Carlos Gr๏ฟฝbber; D.P., Jonathan Sela Editorial: Cutters Editor, Nadia Hennrich; Assistant Editor, Eric Houtz; Producer, Karen Vargas; Executive Producer, Cindy Duffy Postproduction: Sol Design fx Colorist, Tim Stipan; Online Editor, Chris Kreynus Visual Effects: Sol Design fx FX Supervisor, Chris Markos; FX Artist, Chris Kreynus; Producer, Neal Cohen Music: Comma Music Composer, Justin Hori
The Best Work You May Never See: White Ribbon, Bensimon Byrne, Director Angie Bird Introduce Us To “My Friend, Max Hate”
White Ribbon has launched its โMy Friend, Max Hateโ 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, โMax Hate.โ 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.
โItโs alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,โ said Humberto Carolo, White Ribbon CEO. โThese 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.โ
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 โMy Friend, Max Hateโ 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
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