Still life proves to be amusingly moving in this spot in which static characters Ed and Dale interact, with the former asking the latter to pick up some goodies at Tractor Supply Company (TSC). Dale is happy to oblige, until Ed asks him to haul home a 35-ton log splitter from TSC. Dale’s facial expression advances the understated, dry humor of the spot.
Credits
Agency: Carmichael Lynch Peter McHugh, chief creative officer; Jim Nelson, executive creative director; Randy Tatum, creative director/art director; Steve Casey, creative director/copywriter; Jack Steinmann, producer. Production Company: Bent Image Lab Paul Harrod, director; Ray Di Carlo, executive producer; Chel White, creative partner; Mark Axton, producer; Jesse Geisheker, art director; Mark Eifert, DP/still photographer; Gayle Griffin, coordinator. Shot on stage at Bent Image Lab and on location in Shasta, Ukiah and the Salinas Valley areas of California. Editorial: King Cut Kelly McLean, editor; Jon Weigand, assistant editor. Postproduction: Downstream, Portland,Bent Image Lab Jim Barrett, colorist.,Orland Nutt, Jon Weigand and Eric Scheur, composite artists. Music: BrahmstedtWhiteNoise Ken Brahmstedt, composer/arranger; Carl White, sound designer. Audio: BrahmstedtWhiteNoise Carl White, mixer
The Best Work You May Never See: White Ribbon, Bensimon Byrne, Director Angie Bird Introduce Us To “My Friend, Max Hate”
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
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