This piece shows a mother who sees her young adult son as if he were still a little boy while she’s helping him to choose his kitchen in an IKEA store. The reality is that she cannot keep him a boy forever–but at least the prices at IKEA stay small year ‘round.
Didier Barcelo of production company Henry directed “My Son” for French agency Buzzman.
Client IKEA France Agency Buzzman Georges Mohammed-Cherif, president & creative director; Thomas Granger, VP; Julien Levilain, associate director; Philippe Boucheron, artistic director; Patrice Lucet, copywriter; Vanessa Barbel, head of TV production; Clement Scherrer, strategic planner; Katya Violi, TV production. Production Henry Didier Barcelo, director; Dries Delputte, DP; Jean Ozannat, producer. Editorial Cyril Nakache, editor. Postproduction Sebastien Gros, post producer. Sound Production Schmooze
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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