This music video for Wendy’s–from agency VMLY&R and directed by Miles & AJ via production house SixTwentySix–opens with six-time Grammy Award-winning artist, producer and songwriter T-Pain in his studio, which then morphs into a Wendy’s restaurant where Frosty treats are abundant, and the vibes are high. With his signature swagger, T-Pain steps up to the microphone and performs a summer Frosty anthem, reimagining his chart-topping hit single “Buy U a Drank.” As he savors the final bite of his Frosty, reality sets in – all special effects have disappeared, and T-Pain realizes he’s been in a complete Frosty Time daze and has been sitting in a Wendy’s booth all along.
The “Buy U a Frosty” music video means that T-Pain is now also known as FROS-T Pain.
Credits
Client Wendy’s Agency VMLY&R Production Company SixTwentySix Miles & AJ, directors; Austin Barbera, exec producer; Matias Letelier, head of production/EP; Russ Fraser, DP; Amber Bolden, SX production coordinator; Dustin Highbridge, producer; Henry Reed, production manager; Allah Samson, production coordinator; Dan Gillette, ost producer; John Scott Wilson, 1st AD; Hannah Meachin, production designer; Kris Foreman-Swanson, food stylist; Joey Johnston, Frosty technician. Editorial Miles Cable, editor; Miles Warren, assistant editor. Color Kaitlyn Battistelli, colorist. Sound Design Mike Leone, sound designer. VFX Frender Max Colt, VFX
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
โThe Clubโ campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
