We’re thrust into a police squad room where the atmosphere is tense as the chief is upset over the lack of progress in the investigation of a high-profile crime. Eight days since the felony was perpetrated, not a single suspect has been turned up. The chief bemoans that his department is “a punchline” in the newspaper headlines.
All the detectives and police personnel in the room are silent as they’re being chewed out–except for one brave guy who tells everyone that they have to move to the den. That’s because his wife’s book club meeting is taking over the squad room they currently occupy.
Sure enough, the move is on as the gent greets his wife and her guests, and moves to the den where he watches on his TV set the now resumed police drama as it unfolds in his den. This was all made possible by AT&T’s U-verse which allows viewers to pause and play what they’re watching in any room, underscoring the campaign slogan, “The U-verse Revolves Around You.”
Steve Ayson of MJZ directed for BBDO New York.
Credits
Client AT&T U-verse Agency BBDO New York David Lubars, chief creative officer worldwide; Greg Hahn, chief creative officer, New York; Matt MacDonald, executive creative director; Erik FahrenKopf, LP Tremblay, sr. creative directors; Carolyn Davis, associate creative director/art director; Matthew Page, associate creative director/copywriter; Dave Rolfe, director of integrated production; Julie Collins, group executive preoducer; Dan Blaney, exec agency producer. Production MJZ Steve Ayson, director; Donald Taylor, line producer; Greig Fraser, DP. Visual Effects The Mill Christa Cox, VFX producer; Andres Eguiguren, CG supervisor; Iwan Zwarts, Glyn Tebbutt, Stefan Smith, CG artists. Editorial Final Cut New York JD Smyth, editor. Sound Design Brian Emrich, sound designer. Music Q Department. Audio Post Heard City Phil Loeb, mixer. Titles ImagefactoryDC.
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.
