Dos Equis and agency Sid Lee unveiled a series of new television and digital commercials centered around the upcoming college football season. The new ad campaign is a part of Dos Equis’ increasingly strong footprint in college football, which includes on-the-ground activations across the country, a game day sponsorship with FOX Sports, and multiple university partnerships.
Directed by Ric Cantor of production house Interrogate, this spot titled “Shopkeeper” is a nod to the age-old rivalries in college football, featuring a shopper looking to pick up some beers before the big game when he encounters a rival fan: the store’s owner. Some playful intimidation followed by a first bump sets the tone for the rest of the series–all of which show the joyful highs and lows of experiences throughout college football season. The spots are a continuation of the brand’s “A Dos Of” campaign, launched in April.
Credits
Client Heineken USA/Dos Equis Agency Sid Lee Cam Levin, chief creative officer, USA; Nirm Shanbhag, chief strategy officer, USA; Juan Davila Morris, Fransisco Rojas, creative directors; Nathan Carver, Joe Hagel, associate creative directors; Victoria Bonhomme, copywriter; Greg Plater, art director; Marie-Christine Toupin, executive producer; Rose Gauthier-Robitaille, producer; Elliott Altilia, strategy director. Production Interrogate Ric Cantor, director; Colin Arndt, DP; Jeff Miller, managing director/founder; George Meeker, exec producer/partner; Marieta Blaskova, head of production; Craig Repass, producer. Editorial Arcade Edit Laura Sanford, editor; Paulo Miramontes, assistant editor; Alexa Atkin, sr. producer. Online & Motion Design TAG Mark Knowles, general manager of creative production; Dan Behnken, post producer; Simon Boissoneaux, color grading. Music Cult Nation Jason Brando, exec producer; Sean Sable, music manager; Alexis Charpentier, music supervisor; Shanel Simard, Alexandra Thibeault, post audio project manager; Francois Belander, Theo Porcet, Gino Visconti, post audio mix & SFX; Francis Duchesne, Sam Avant, Gaël Auclair, Tim Buron, Urban Science, composers.
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.
