Created by BBDO New York, this Foot Locker spot titled “The Letter” stars Houston Rockets forward P.J. Tucker, singer and model Pia Mia, and actor JD McCrary as they fulfill what they believe to be a budding sneakerhead’s dreams of owning a coveted pair of Nike Air Max shoes–with a humorous twist.
It turns out the youngster is sending out what amounts to a form letter, feigning that he’s a deeply devoted fan in order to get the sneakers he covets. And towards that end, we see he’s been pretty successful.
Malik Vitthal of The Corner Shop directed “The Letter” which is running online and on television. The TV debut was during Thursday’s (6/20) coverage of the NBA draft.
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Marcos Kotlhar, Danilo Boer, executive creative directors; Ray Smiling, creative director; Martins Zelcs, Bryan Stokely, associate creative directors; James Henderson, copywriter; David Rolfe, director of integrated production; Anthony Curti, group executive producer; Melissa Tifrere, executive producer; Lauren Callaghan, director of creative resources. Production The Corner Shop Malik Vitthal, director; Jay Shapiro, line producer; Anna Hashmi, exec producer; Isaiah Donte Lee, DP. Editorial Work Editorial Ben Jordan, editor; Audrey Weiner, assistant editor; Erica Thompson, exec producer; Weston Ver Steeg, producer. Finishing/VFX Blacksmith Jamie Scott, Flame; Yebin Ahn, assistant; Mikey Pehanich, colorist; Ashley Goodwin, producer; Charlotte Arnold, exec producer. Music JSM Jeff Fiorello, exec producer; Joel Simon, president/CEO. Audio Post Sonic Union Justine Cortale, Patrick Sullivan, post producers. Mike Marinelli, engineer.
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.
