This spot features a father who looks back on his first daughter, Emma, through the years. We start in the present with her getting married, and then see her as a student on an expedition in Spain. Further continuous flashbacks find her as a school crossing guard, as a youngster who forget about some cookies in the oven which started a small house fire, and as a kid who thought it was a good joke to turn the water hose on in her dad's car. Along every step of the way the Automobile Club was there offering support through insurance coverage, travel and other services. Michael Spiccia of Arts & Sciences directed, with visual effects handled by MPC LA.
Credits
VFX/Animation MPC LA Juliet Tierney, VFX producer; Mike Wynd, VFX supervisor/3D lead; Jake Montgomery, VFX supervisor; Gizmo Rivera, Michael Vaglienty, Jadan Duffin, Jason Heinze, Alex Harding, Carl Fong, Hayley O’Neil, John Kuntz, Matt Johnson, Gaelle Morand, Tim Hanson, Liam Griffin, Emma Taylor, Chris Bernier, Casey McIntyre, Dheeraj Hebbar, Minju T.S., Sathya Narayanan, Anupam Kumar, Gayatri Dhangar, Loknath Sahu, PN Arun Kumar, Rajinikanth R., S. Rajesh, S. Sundaramoorthy, Silambarasan R.P., Sivakumar R., Stalin Balan, Sugumar S., Vivekananthan R., VFX team. (Toolbox: Houdini, Maya) Agency The Richards Group, Dallas Production Arts & Sciences Michael Spiccia, director.
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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