The commercial opens with a wide shot of a car driving on an open mountain road and a voiceover comparing the car to a quiet student. “It’s always the quiet ones. They sit in the back, they never raise their hand, then the test comes, and they’ve got all the answers.” The voiceover says the Buick Lucerne is “quieter on the road” than its competitors and starts under $26,000. The slogan, “Buick. Beyond precision, not beyond your reach,” concludes the commercial.
Credits
Agency: McCann Erickson Chief Creative Director, Dave Moore; ECD, Dean Bastian; Creative Director, Tom Parr, Mark Reichard; CW (�Ringer�) Jeff Eaker; Director of Broadcast Production, Mike Antonucci; Art Director, Bridgit Richardson; Agency Producer, Stacey Gizinski Production Company: Millennium Pictures Director, Alexander Paul; DP, Michael Fitzmaurice; EP, Caroline von Weyher; Producer, Kellee Cragin Editorial: BEAST, Los Angeles (Inside Out) Editor, Igor Kovalik Postproduction: Company 3 Los Angeles Colorist, Rob Sciarratta Music: Comma Music Audio: Play
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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