With a Super Bowl buy after halftime in NY, L.A. and Chicago, Bai continued its “None of This Makes Sense” campaign which agency Barton F. Graf kicked off in 2015.
In this piece, we see that just as the concoction of the Bai beverage makes no sense by being good for you while still tasting great, so too does a strident horse whisperer who does anything but whisper. Still, the horse behind him is most obedient to his commands.
Matt Aselton of Arts & Sciences directed this spot, with VFX from Method.
Credits
Client Bai Agency Barton F. Graf Gerry Graf, chief creative officer/founder; Laura Janness, chief strategy officer; Ian Reichenthal, executive creative director; Nick Kaplan, Amanda Clelland, creative directors; Richard Langhorne, copywriter; Zack Madrigal, art director; Josh Morse, head of production; Sara Kastner, head of project management. Production Arts & Sciences Matt Aselton, director; Marc Marrie, Mal Ward, exec producers; Zoe Odlum, line producer. Editorial Arcade Edit Dave Anderson, editor; Chris Angel, assistant editor; Fanny Cruz, producer; Sila Soyer, EP/partner. VFX Method, Angela Lupo, exec producer; Brad Wood, producer. Audio Post Heard City Evan Mangiamele, audio engineer; Gloria Pitagorsky, managing director.
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.
