Jake Mengers of MPC Creative in the U.K. directed this spot which tells the tale of two cats–one with a smelly litter box, the other whose box contains Cat’s Pride. The former feline passes out from the odor of her litterbox, only to be rescued by the other cat who performs CPR on her. Agency is Doner, Southfield, Mich.
Credits
Agency: Doner David DeMuth, co-CEO/president; Rob Strasberg, co-CEO/chief creative officer; Randy Belcher, executive creative director/copywriter; Valerie Foley, executive creative director; Melissa Gessner, creative director; Gail Offen, sr. VP/creative director; Cathy Butler, associate creative director; Rob Dey, Raun Young, art directors; Cedrick Bearss, copywriter; Joe Caruso, executive VP/director of intergrated production; Brian Dooley, sr. VP/director of broadcast production; Stuart Moutrie, producer; James Ward, Cara Dudek, Marci Benson, brand leaders. Editorial: Work Rich Orrick, editor. Postproduction: MPC (The Moving Picture Company) Jean-Clement Soret, colorist; Franck Matellini, 3D editorial; Alex Lovejoy, Louisa Cartwright, versioning. Audio: Sonic Union Steve Rosen, Rob McIver, mixers.
Screenwork Type:Top Spot
Director Zack Seckler Shares Secret Password, Gets Us Into The Dollar Shave Club
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. 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 “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” 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."
“The Club” 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.
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