Red Tettemer O’Connell + Partners (RTO+P) has created a new campaign for fitness center franchise Planet Fitness with a centerpiece spot that will be featured in National CineMedia and Screenvision movie theaters airing before the trailers of PG-13 rated movies starting November 20.
Titled “Battle Gym,” the 90-second spot directed by Matt Swanson of Epoch Films opens on a stark gym setting with a pale-faced announcer declaring over loudspeakers; “Attention members, the reckoning has begun!” A gym-goer suddenly finds herself going head-to-head with a hardcore, rough-trade lout named Demitri in the ultimate gym battle.
The ad shows us how much better off she would have been at Planet Fitness which is a “Judgment Free Zone” refuge from the “Gymtimidation” often found in other workout gyms.
Credits
Client Planet Fitness Agency Red Tettemer O’Connell+Partners Steve Red, chief creative officer; Steve O’Connell, executive creative director; Ari Garber, creative director; Mark Garman, associate creative director; Jeremy Gilberto, sr. art director; Jordan Breindel, copywriter; Joe Mosca, producer; Jenny Marder, social strategy; Uri Weingarten, digital strategy. Production Epoch Films Matt Swanson, director; Bobby Shore, DP. Editorial Red Alert Chip Schofield, editor.
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.
