The brand spot celebrates Olympian swimmer Ryan Lochte as he acknowledges, “Luck doesn’t get you to the Olympic Games�I swam here.” Commercial was scored by Q Department, New York, for BBDO New York. Directors were Marie Hyon and Marco Spier of PSYOP/Smuggler.
Credits
Agency: BBDO New York David Lubars, chief creative officer; Grant Smith, Rick Ardito, sr. creative directors; Peter Albores, creative director/copywriter; Hunter Fine, associate creative director/art director; David Rolfe, head of production; Julie Collins, executive producer; Cheryl Gackstetter, sr. producer; Melissa Chester, sr. producer. Production Company: Smuggler,Psyop Allison Kunzman, exec producer; Kate Sutherland, producer; Marie Hyon and Marco Spier, directors.,Marie Hyon and Maro Spier, directors; Lucia Grillo, exec producer; Ana Karina DeCastro, producer. Editorial: Final Cut JD Smith, editor. Postproduction: Nice Shoes Chris Ryan colorist. Visual Effects: MassMarket Drew Downes, creative director/2D lead; Joerg Liebold, VFX supervisor. Music: Q Department, New York Audio: Sound Lounge Tommy Jucarone, mixer.
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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