This spot tells the tale of a dog owner taking his aging best friend on a road trip during which the canine’s bucket list is being fulfilled (eat a shoe, steak dinner, visit an ex-pooch girlfriend), all set to the tune of a Willie Nelson track.
Directed by Noam Murro of Biscuit Filmworks for agency Carmichael Lynch, Minneapolis, the commercial titled “Dream Weekend” is inspiring a social initiative by Subaru called #MakeADogsDay, an effort to prompt dog lovers to give thanks to their dogs by treating them to special moments.
Credits
Client Subaru of America Agency Carmichael Lynch Dave Damman, chief creative officer; Randy Hughes, executive creative director; Dean Buckhorn, writer/group creative director; Brad Harrison, art director/associate creative director; Joe Grundhoefer, head of production; Brynn Hausmann, exec sr. producer. Production Biscuit Filmworks Noam Murro, director; Shawn Lacy, managing director; Colleen O’Donnell, exec producer; Jay Veal, line producer; Simon Duggan, DP. Editorial Rock Paper Scissors Stewart Reeves, editor; Luke McIntosh, Arielle Zakowski, assistant editor; Angle Dorian, exec producer; Ashley Bartell, producer. Postproduction Company 3 Stefan Sonnenfeld, colorist. Audio BWN Music Carl White, sound designer/mixer; Annie Sparrows, postproduction audio producer. VFX Volt Studios Steve Medin, online editor; Amanda Tibbits, post producer. Music “I’ve Loved You All Over The World” performed and written by Willie Nelson. Venn Arts Jonathan Hecht, music supervisor. Performers Kirk Zipfel, on-camera talent; Zeke Rettman, voiceover; Justin Beere, announcer.
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.
