Dante Ariola of MJZ directed this spot which shows a family so captivated by their VIZIO P-Series Ultra HD TV that they don’t even notice that a giant tree has come crashing into their home.
Conceived by a creative ensemble at David&Goliath, the overall campaign features three spots, each with a different situation where complete chaos unfolding around a family won’t break their focus on the TV screen.
Client VIZIO Agency David&Goliath David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Ben Purcell, Steve Yee, group creative directors; Patrick Que, copywriter; Allen Yu, art director; Paul Albanese, director of broadcast production; Kristen Knape, planning director. Production MJZ Dante Ariola, director; Scott Howard, sr. executive producer; Natalie Hill, producer; Philippe LeSourd, DP; Floyd Albee, production designer. Editorial Spinach Adam Bright, editor; Michael Weiss, assistant editor; Jonathan Carpio, producer. Post/VFX Method Rob Hodgson, VFX supervisor; Dominik Bauch, compositing supervisor; Messrob Torikian, tracking supervisor; Stephanie Gilgar, exec producer; Pip Malone, sr. producer; Karena Ajamian, coordinator. Music Human Audio Margarita Mix, Santa Monica Nathan Dubin, 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.
Now in its 34th year, White Ribbon... Read More
