Aaron Ruell of Biscuit Filmworks directed this spot in which everyday people rock out to a modern version of the 1980’s pop hit, singing “you spin me right round.”
The lyrics tie into Wheel of Fortune Scratchers, the new California Lotto game in which players spin their way to victory.
Agency is David & Goliath.
Client California Lottery/Wheel of Fortune Scratchers Agency David & Goliath David Angelo, chairman/chief creative officer; Greg Buri, associate creative director/copywriter;Basil Cowieson, associate creative director/art director; Karen Jean, sr. broadcast producer. Production Biscuit Filmworks Aaron Ruell, director; Shawn Lacy, managing director; Holly Vega, exec producer; Rachel Glaub, head of production; Tracy Broaddus, producer; Damian Acevedo, DP; Laura Fox, production designer. Editorial Spinach Damion Clayton, editor (courtesy of Rock Paper Scissors); Jonathan Carpio, post producer. Post/VFX Framestore Bethan Thomas, head of production, integrated advertising; Mary Nockles, producer, integrated advertising. Music & Sound Search Party Music Eric David Johnson, exec producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. 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 โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ 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."
โThe Clubโ 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.
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