As part of its new “Let’s Play” campaign/initiative for Lexus, Team One rolled out this Super Bowl spot–titled “Illusion”–directed by Tim Damon which shows the 2015 Lexus RC 350 making some incredible drift parking maneuvers in which there’s no room for error. Even the most adept stunt driver would be envious of what we’re witnessing–until a real first ever Lexus RC 350 enters the scene, revealing that the prior cars we saw were all remote controlled models that looked like the real thing.
True to the playful “Let’s Play” mantra, both big and little Lexus models were just having some fun, underscoring the spirit of the new 2015 RC 350.
Credits
Client Lexus Agency Team One Chris Graves, chief creative officer; Jason Stinsmuehlen, group creative director; John Dohrmann, director of social media/digital content; Quoc Lu, art director; Ben Fong, digital jr. art director; Leah Bohl, sr. producer; Sam Walsh, executive producer. Production Bandito Bros./Damon Productions Tim Damon, director/DP; Kendra Wester, producer. Remote control stunts DRIFT44 Editorial TOM (Team One Multimedia) Bryan Cook, editor; Megan Ubovich, editorial post producer. Finishing/VFX Arsenal FX Matt Motal, finishing/lead Flame; Kaan Atilla, finishing/ECD; Ashley Hydrick, finishing/exec producer. (Toolbox: Flame) Music Robot Repair Licensed Track: “Time Out” Sound Design Robot Repair/Bryan Cook Audio Post Juice Studios Bob Gremore, mixer
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.
