In this Ad Council/Truth Initiative PSA, director Malik Sayeed of production house Little Minx tells us Amy’s story for ad agency Haymaker.
Amy shares with us her tale of opioid addiction, which began when she had knee surgery. Doctors kept giving her Vicodin and she was hooked as we learn that opioid dependence can happen just after days.
We then see how far Amy will go to get a prescription as she unclicks her seat belt and delibertely crashes her car.
Client Ad Council/Truth Initiative Agency Haymaker Jay Kamath, founder, chief creative officer; Matt Johnson, founder, chief strategy officer; Andrew Tucci, executive producer; Kimberly Ong, designer. Production Little Minx Malik Sayeed, director/DP; Rhea Scott, Helen Hollien, exec producers. Editorial Arcade Paul Martinez, editor; Pete Dandrea, assistant editor; Damian Stevens, exec producer; Adam Parker, producer. VFX Timber Jillian Lynes, VFX producer; Kevin Lau, designer.
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.
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