James Corden, Naomi Watanabe and Tang Wei go to school–well, more accurately master classes–to learn about the legend of skincare brand SK-II and the secret of its Pitera Essence facial treatment.
However, this class ends up being one in music–as John Legend appears, singing about the virtues of Pitera magical water in a tongue-in-cheek music video. Conceived by Marcel Worldwide (Publicis Group) and directed by Gabe Turner of production house Fulwell 73, this music clip is full of fun and charm.
This video is just one element of the Pitera master class campaign which is being launched in 10 countries across Asia and USA on SK-II’s YouTube channels, where a total of nine new class episodes will be released on a weekly basis.
Credits
Client Procter & Gamble/SK-II Agency Marcel Worldwide Anne de Maupeou, chief creative officer; Remy Aboukrat, executive creative director; Aleksandar Marjanovic, sr. art director; Debra Wong, producer. Production Fulwell 73 Gabe Turner, director; Carly Shackleton, producer.
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.
