It’s the classic, yet somehow comic scenario of an inept boss supervising a far more capable employee. In this case, an incompetent surgeon–who knows little about personal hygiene–is repeatedly corrected by his professional assistant. We then see a graphic rainbow extending from the assistant to where the surgeon should be at the head of the operating table. “Make luck happen” is the message carried by the rainbow. An end tag contains the slogan, “Thousands of jobs, millions of opportunities,” accompanied by the Web site address, seek.com.au.
Credits
Agency: Saatchi & Saatchi David Nobay, executive creative director; Anthony Moss, copywriter; Matt Gilmore, art director; Ali Grant, head of broadcast; Julia Jackson, producer. Production Company: greatguns: usa,Walkabout Films Tim Ward, director; Tom Korsan, executive producer; Ellen Devine, head of production; Anna Howard, DP.,Lizzy Nash, producer Editorial: Guillotine, Sydney Stewart Reeves, editor Postproduction: Guillotine, Sydney Kieran Bleakley, colorist Sound Design: Nylon Studios Simon Lister, sound designer. Audio: Nylon Studios Simon Lister, audio mixer.
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 “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
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