AT&T is sharing a little love as we close out a trying 2020 and look forward to the New Year with hope.
The new creative features people from all walks of life coming together singing the 1969 hit “Put a Little Love in Your Heart,” including a few notable vocal cameos from AT&T’s well-loved Lily character, and none-other than LeBron James.
The heartfelt track serves as a much-needed anthem for unity and compassion as we all continue to be socially distant.
Titled “A Little Love,” the spot was created with creative agency partner BBDO LA and directed by The Corner Shop’s Peter Thwaites.
Credits
Client AT&T Agency BBDO David Lubars, chief creative officer, worldwide; Matt MacDonald, chief creative officer, Omnicom for AT&T; David Povill, David Cuccinello, executive creative directors; Julie Collins, group executive producer; Whitney Husnik, executive producer; Crystal Rix, chief strategy officer; Tim Millar, head of strategy. Agency Hearts & Science Agency Critical Mass Frank Dattalo, executive creative director; Cori Donohoe, creative director; Heather Rosen, Trey Tyler, associate creative directors; Sydney Woodman, executive producer; Cale McArthur, producer. Production The Corner Shop Peter Thwaites, director; Anna Hashmi, Jay Shapiro, exec producers; Suzie Greene-Tedesco, producer. Editorial Work Editorial Neil Smith, Leah Turner, editors; Marlo Baird, exec producer; Brian Scharwath, Paloma Wodehouse, post producers. VFX Preymaker | Creative + Technology Angus Kneale, Melanie Wickham, Verity Grantham, Greg Cutler, Matt Tremaglio, Simon Holden, Randy Krueger, John Haley, Ben Weaver, Devan Maura Saber, makers. Music “Put a Little Love in Your Heart”; Walker Music, arrangement; Sara Matarazzo, Stephanie Pigott, exec producers; Danielle Soury, 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.
