This spot shows the Navy’s role in protecting the U.S. against both physical and digital threats.
Entitled “Pin Map,” the work features red globes in the background of each shot that are later identified as “pins” – similar to the ones you would see on a map to “pinpoint” your location. The pins speak to the hundreds of locations you can currently find Navy personnel – whether it be a snowy mountain top, harsh desert, deep in the jungle, among the clouds or open sea. The spot’s intense music and locales showcase the complexity of what the Navy does and rounds out by stating “Around the world, around the clock. In defense in all we hold dear back home.”
Director/DP was Klaus Obermeyer.
Credits
Client U.S. Navy Agency Lowe Campbell Ewald Curtis Melville, executive creative director; Eric Olis, creative director; Alan Majewski, associate creative director/art; Jeff Warner, associate creative director/copy; Clark Attebury, executive integrated producer; Dave Lockwood, group strategy director; Yvonne Hughes, account and experiential marketing manager; Helen Giles, director, national broadcast and video integration. Production Parachute VFX Klaus Obermeyer, director/DP; Lance O’Connor, exec producer. VFX Parachute VFX Sam O’Hare, designer. Graphics Burrows Christopher Wirth, designer/animator. Editorial Aerofilm Tony Gentile, editor; Patrick Knight, producer. Music/Sound Yessian Music, Detroit and Venice, Calif. Bill Wandel, composer; Gerald Smerek, producer; Dean Hovey, sound designer. Audio PostYessian Music, Detroit Scotty Gatteno, mixer.
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.
