Back in 1846, John Dewar and Sons set out to craft the world’s best Scotch whisky from their tiny copper-filled distillery in Perth, Scotland. Instead of following in other’s footsteps, the inventive lads endlessly explored and experimented before discovering a new, previously unheard-of blending process called “double-aging.” This innovative process not only gave their whisky a smoother finish than anything else on the market, it proved that seeing potential in places that others overlook can often lead to greatness.
Now, 174 years later, Dewar’s “inquisitive spirit” continues in a fresh way that focuses on diversity and a connection to global culture through this new campaign from BBDO New York. “Stay Curious “launches with two films inviting people to explore and look beyond the obvious with Dewar’s. One of those spots is “Scout” which introduces us to a soccer talent scout whose eyes go beyond the stellar performers on the U.S. football field. Rather he sees a particularly adept young man on the sidelines who exhibits skills during the course of seemingly mundane duty. Our scout sees the makings of a great goalie–and he proves to be correct.
Tim Godsall of Anonymous Content directed “Scout.”
Credits
Client Dewar’s Agency BBDO New York David Lubars, chief creative officer, worldwide; Marcos Kotlhar, Danilo Boer, executive creative directors; Philip Sicklinger, Alex Booker, executive creative directors; Taylor Marsh, creative director; Christopher Kim, Christopher Chan, art directors; Owen Weeks, copywriter; Sofia Handler, executive producer; Sarah Knowlton, producer; Jessica Nugent, VP, production services director. Production Anonymous Content Tim Godsall, director; Eric Stern, managing director; SueEllen Clair, exec producer; Kerry Haynie, head of production; Ben Roberts, producer; Ben Smithard, DP; Oscar Charpentier, stylist. Editorial Arcade Geoff Hounsell, editor; Laurel Metzler, assistant editor; Fanny Cruz, producer; Sila Soyer, exec producer. Music Soundtree “Catch,” composed by Joel Hartman, published by Soundtree Music Publishing Ltd, master controlled by Soundtree Music Ltd. Audio Post Sonic Union Steve Rosen, mix engineer; Patrick Sullivan, sr. producer; Justine Cortale, studio director. Post/VFX Blacksmith Charlotte Arnold, exec producer; Tina Chen, producer; Eric Schaechter, VFX supervisor; Iwan Zwarts, lead compositor; Tom Bussell, lead CG. Yebin Ahn, Hieu Phan, Molly Intersimone, Rosi Ruiz, Ben Kwok, Dan Bowers, compositors; Rick Wallia, Paul Wei, Krista Albert, David Martin, Ohad Braca, Kushal Das, CG. Color Blacksmith Mikey Pehanich, colorist.
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.
