This anthem spot for GE along with three :30s are running during NBC’s broadcast of the Winter Olympic Games.
Conceived by BBDO New York, this “What Matters” campaign touches upon the technological advancements that GE has made. Yet those advances pale by comparison to what they mean for people in everyday life–like a mom whose premature baby benefited from GE innovation. Yet to this grateful mother, the technology isn’t what matters–instead it’s that she can take her baby daughter home tomorrow. And for the grandma who’s on a plane with GE tech advances, what matters is that she will see her grandson’s school play. And for a lad whose community is illuminated by GE, what matters is he has homework to do.
The tagline to this “Anthem” piece as well each individual :30 telling each person’s story is simply the GE mantra: “Technology is how we do things. People are why we do things.”
Todd Field directed all four spots via production house Smuggler.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Michael Aimette, executive creative director; Eric Goldstein, sr. creative director; Fred Kovey, creative director; David Rolfe, head of production; George Sholley, executive producer; Jack Patrick, producer; Rani Vaz, music producer. Production Smuggler Todd Field, director; Patrick Milling Smith, Brian Carmody, Shannon Jones, exec producers; Andrew Colon, chief operating officer; Alex Waite, line producer; Justin Brown, DP. Editorial Rock Paper Scissors Adam Pertofsky, editor; Marjorie Sacks, assistant editor; Eve Kornblum, exec producer; Taylor Colbert, producer. VFX a52 Andres Barrios, VFX supervisor; Stacy Kessler-Aungst, producer. Color Company 3 Tim Masick, colorist; Kevin Breheny, producer. Music Hook & Line Audio Post Sonic Union Michael Marinelli, engineer; Justine Cortale, 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.
