This heartwarming spot–directed by Peter Thwaites of The Corner Shop for BBDO New York–was inspired by the idea that giving a thoughtful gift means really getting to know someone and that you can’t truly understand someone until you’ve walked a mile in their shoes. Centered on a little girl who is trying to decide what to get her dad for Christmas, the film opens when she decides to try on his shoes for size. Suddenly, the shoes come to life and start walking her through a day in the life of her dad, showing her all of the things he does for the family. Once she’s spent a day in his shoes, she realizes the perfect gift to get him. And because it’s thoughtful and from the heart, it means the world to him.
Titled “In Dad’s Shoes,” this Macy’s Xmas spot is running on TV and online.
Credits
Client Macy’s Agency BBDO New York David Lubars, chief creative officer, worldwide; Eric Goldstein, sr. creative director; Fred Kovey, creative director; Diane Hill, group executive producer; Melanie Cornish, sr. producer. Production The Corner Shop Peter Thwaites, director; Anna Hashmi, VP/exec producer; Jay Shapiro, exec producer; Suza Horvat,producer; Mini Bhogal, production supervisor. Production Services Fimgroup.tv Nathan Miles, exec producer; Renee Poulin, head of production; Oliver Van Beek, service producer. Editorial Friendshop! Ben Suenaga, editor; Laura Shackleford, producer. VFX Preymaker | Creative + Technology Angus Kneale, Verity Grantham, Melanie Wickham, David Gibbons, Simon Holden, Tim Bird, John Gajdecki , Joaqui Lopez, makers. Music Human
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.
