Beginning this summer and continuing over the next year, AT&T has entered into a media partnership with cinema media vendor NCM (National CineMedia). The partnership, which was secured by AT&T’s media agency Hearts & Science, enables AT&T to run :90 second films during the previews before all the biggest films, such as Jurassic World, Mamma Mia! and more.
This :90 titled "Surprise" is part of BBDO’s series of mash-ups which blend movie genres in completely unexpected ways–underscoring the range of entertainment AT&T can deliver. For example, in this cinema ad we see a romantic comedy turn into a horror film.
Daniel Wolfe directed via production houses Somesuch and Anonymous.
Credits
Client AT&T Agency BBDO NY David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, group executive creative director; David Povill, David Cuccinello, executive creative directors; Kevin Mulroy, Dan Kenneally, creative directors; Julie Collins, group executive producer; Jessica Coccaro, executive producer; David Rolfe, director of integrated production. Production Somesuch X Anonymous Daniel Wolfe, director; Tim Nash, founding partner; Nicky Barnes, exec producer; Tom Martin, producer; Tom Townend, DP. Editorial Cosmo Street | Trim Editorial Tom Lindsay, editor; Maura Woodward, exec producer; Anne Lai, head of production; Alex Morales, Ben Elkaim, Habin Semaan, assistant editors. Telecine Framestore London Simon Bourne, telecine artist; Chris Anthony, producer. VFX KEVIN, Venice, Calif. Tim Davies, VFX supervisor/2D lead; Sue Troyan, exec producer; Jami Schakel, producer. Music/Sound Design Barking Owl Atticus Ross, composer; Morgan Johnson, sound designer; Kelly Bayett, executive producer/creative director. Audio Post Sonic Union Steven Rosen, Mike Marinelli, Paul Weiss, engineers; Justine Cortale, Pat Sullivan, producers.
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.
