A man, disappointed over his girlfriend moving on, talks to her on the phone. Trying to be civil yet wincing as he speaks, he “asks” his girlfriend about her new guy. The camera cuts to the gal, who it turns out has left him for another woman. The man’s ex-girlfriend replies on the phone, “How long have you got?” Indeed she has a long story to tell. Good thing Vodafone customers can talk up to 60 minutes while paying only for three minutes.
Credits
Agency: JWT JWT London: Kevin Baldwin, art director; Mick Brigdale, copywriter; Dean Baker, producer Production Company: Outsider | London David Lodge, director; Toby Courlander, Robert Campbell, executive producers; Garfield Kempton, producer; Colin Watkinson, DP Editorial: Peepshow Mark Edinov, editor Postproduction: Framestore CFC | London Matt Turner, colorist Audio: 750mph
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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