NBA star Blake Griffin waxes poetic about his mouthguard in this spot directed by Jordan Vogt-Roberts of RSA Films for agency David&Goliath.
In this poetry reading, Griffin sees the beauty in everthing, including a mouthguard, dovetailing nicely with Vizio’s campaign mantra for its Ultra HD picture, “Simply Beautiful.”
Client Vizio Agency David&Goliath David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Ben Purcell, Steve Yee, group creative directors; Mike Cornell, art director; Andy Sciamanna, copywriter; Carol Lombard, head of production; Curt O’Brien, Christopher Coleman, executive producers. Production RSA Films Jordan Vogt-Roberts, director; Mike Berlucci, DP; Jules Daly, president; Marjie Abrahams, VP/executive producer; Philip Detchmendy, exec producer; Alejandra Quesada, line producer; Elicia Laport, head of production. Editorial Spinach Tony Orcena, editor; Jonathan Carpio, producer. Post Fell VFX Russell Fell, Flame artist; Rachel Koch, exec producer. Music Human Sound Design & Mix Margarita Mix Nathan Dubin, sound engineer.
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
