Directed by Jim Jenkins of O Positive, commercials in a new campaign for HP from Wieden+Kennedy, Portland, Ore., center around an old-school business magnate who lectures us on how to get ahead. But soon, his long list of cliches and jargon-laced maxims fall apart as the modern workers of the world show us what success looks like today with the help of HP Hybrid tools.
This anthem spot is titled “Work Happy,” which is also the name of the overall HP campaign.
Client HP Agency Wieden+Kennedy Portland, Ore. Ana Balarin, Hermeti Balarin, John “JP” Petty III, executive creative directors; Christen Brestrup, Bertie Scrase, creative directors; Alex Nassour, art director; Alex Maleski, copywriter; Orlee Tatarka, director of production; Mauricio Granado, sr. producer lead; Charleston Chambers, associate producer. Christina Kim, Mimi Munoz, Sabrina Reddy, creative operations; Lis Moran, design producer; David Chathas, Jason Scheuermann, designers. Production Company O Positive Jim Jenkins, director; Thaddeus McCants, director (of the "After School" spot in the campaign); Ralph Laucella, exec producer; Marc Grill, line producer; Trent Opaloch, DP; Jason Edmonds, production design/art direction; Greg McCollum, 1st AD. Editorial Arcade Geoff Hounsell, editor; Fernando Raigoza, assistant editor; Megan Dahlman, post producer; Crissy DeSimone, post exec producer. VFX KEVIN Tim Davies, executive creative director/partner; Steve Gibbons, 2D lead artist; Ben Smith, Dag Ivarsoy, Clarke Rives, Gavin Camp, Rob Winfield, Steve Cokonis, Susanne Scharping, 2D artists; Miguel Delcan, designer; Andrew Cowderoy, VFX producer; Sue Troyan, sr. exec producer/partner; Pete Smith, shoot supervisor. Color Company 3 NY Tom Poole, colorist; Alexandra Lubrano, sr. color producer. Music Walker Music Sara Matarazzo, Stephanie Pigott, exec producers; Danielle Soury, producer. ABKCO Music & Records, Inc,, publisher; ABKCO Music & Records, Inc., label. Track: “Fascinum” by Selvio Cipriani, artist/writer. Sound Design/Mix Field Day Sound Morgan Johnson, sound design; Noah Woodburn, mix; Leslie Carthy, exec 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.
Now in its 34th year, White Ribbon... Read More
