Amazon’s new brand campaign out of agency 72andSunny Los Angeles offers creative interpretations of real customer reviews. This hero film titled “Tent”–directed by Gary Freeman via production house MJZ–sprung from an actual review which read, “Bought a tent for their beds…Gave them a new world.”
“Tent” features an expectant mother who already has two young, rambunctious boys. She watches as her boys struggle for autonomy and space in a shared room. She gets an idea to solve this problem by ordering two separate bed tents, purchased easily on Amazon. The boys create their own worlds, and in doing so, mom finds an unexpected way to bring them closer together.
Matt Murphy, chief creative officer at 72andSunny, said, “After reading thousands of customer reviews on Amazon, it felt like we were getting a peak into what the brand means to people. The stories in the reviews told us not just about buying things, but that it’s what people do with the things they buy that matters.”
Credits
Client Amazon Agency 72andSunny Los Angeles Matt Murphy, chief creative officer; Lauren Smith, executive creative director; Scott Reedy, Shawn Raissi, creative directors; Kailey Riggen, sr. designer; Lulu Wimberly, sr. writer; Mike Farrell, design director; Lora Schulson, head of production, North America; Nicole Hasse, director of production, L.A.; Rebecca Wilmer, executive producer; Elena Licursi, jr. producer. Production MJZ Gary Freeman, director; Nicolas Karakatsanis, DP; Laura Macauley, sr. exec producer; Sara Cummins, producer; Natalie Isaac, production manager. Production Services 24/7 Niklas Murray, EP/managing director; Tanya Sokolova, exec producer. Editorial Union Graham Turner, editor; Joe Schiffer, sr. cutting assistant; Michael Raimondi, president/managing partner; Lillian Ghodoushim, producer. Finishing Hunter Logan Aries, exec producer; Carolyn Woods, Flame; Scott Talbot, animator. Color Grade Company 3 Matt Osborne, colorist; Dan Butler, producer. Sound Beacon Street Studios Rommel Molina, mixer/sound designer; Kate Vadnais, exec producer.
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.
