A playful 60-second commercial, “Spotlight,” taps into the anticipation and joy of summer, and brings to life the outstanding trends of the season. Directed by Peter Thwaites of The Corner Shop for BBDO New York, the spot shows the sun magically turning people’s winter outfits into vibrant summer outfits.
The film follows women, men and children as they shed their winter clothes and embrace summer, accompanied by "The Oogum Boogum Song" by Brenton Wood. The film ends with the line “Find summer fashion. Find the remarkable you.”
Credits
Client Macy’s Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kotlhar, executive creative directors; Kathryn Kvas, associate creative director; Noreen Masih, sr. project manager; Dan Blaney, executive producer; Corie Rosenblatt, associate producer; Jessica Nugent, production services director; Rani Vaz, director of music. Production The Corner Shop Peter Thwaites, director; Amy Appleton, line producer; Anna Hashmi, exec producer; Jessica Miller, head of production; Greig Fraser, DP; Andres Chenault, assistant director; Veronica Geraige, art director. Editorial Whitehouse Post Russell Icke, editor; Emma Platek, assistant editor; Melanie Klein, exec producer. Postproduction/VFX The Mill Angus Kneale, creative director/VFX shoot supervisor; Gavin Wellsman, creative director; Greg Gangemi, VFX shoot supervisor; Adam Scott, lead colorist; Fergus McCall, additional colorist; Siro Valente, 2D lead; Krissy Nordella, Antoine Douadi, Dhruy Shankar, Rachel Moon, 2D team; Ajit Menon, CG lead; Greg Gangemi, Alek Vacura, Serguei Kalentchouk, Paul Liaw, Yimo Xu, Jackie Liao, Sewang Kim, CG team; Eliana Carranza-Pitcher, exec producer; Anna Borysewicz, producer; Mia Lalanne, production coordinator. Music Brenton Wood, artist, Song Title “The Oogum Boogum Song” Music Supervision GEMS Audio Post Sonic Union Steve Rosen, mixer. Sound Design Brian Emrich, sound designer.
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.
