This spot takes us into a company’s IT department where a worker is hovering above it all in a hammock made from Ethernet cables. His relaxed state underscores the virtues that can be found when you “Take a Break from the Expected,” the mantra of a campaign for the New York Lottery from agency McCann NY.
A fellow worker notes, however, that there’s an easier way to break from the mundane routine–playing a Scratch-Off Game which can bring a little boost to your day. Suspect was the VFX house on this commercial which is simply titled “IT Hammock.”
Credits
Client New York Lottery Agency McCann New York Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, co-chief creative officers; Mat Bisher, Grant Smith, executive creative directors; Molly Wilkof, copywriter; Zoe Kessler, art director; Nathy Aviram, chief production officer; Chance Bassett, sr. integrated producer; Eric Johnson, executive music producer; Michael Ladman, music producer. Production Biscuit Filmworks Aaron Stoller, director. Editorial PS260 JJ Lask, editor. VFX Suspect Postproduction Company 3 Tim Masick, colorist. Music/Sound Design tonefarmer Audio Post Sonic Union Steve Rosen, mixer.
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.
