Jeana Theron of production house Darling directed this :45 designed to put South Africans in the position of Doctors Without Borders medics on the frontlines where life and death decisions have to be made in a split second. In this case, a medic has a decision to make regarding two children with major, life-threatening injuries from a suicide bomber. That decision is then juxtaposed with the more mundane choices in everyday life–in this case someone trying to figure out what entree to have for a meal.
This PSA is part of a #ToughDecisions campaign created by TBWAHuntLascaris in Johannesburg in the hope that it will prompt more South Africans to donate Doctors Without Borders’ medical humanitarian work. The goal is to recruit 10,000 new regular donors.
Credits
Client Médecins Sans Frontiéres / Doctors Without Borders Agency TBWA\HUNT\LASCARIS, Johannesburg. Peter Khoury, chief creative officer/creative director; George Low, creative director; Lauren Mostert, copywriter; Candice Mcleroth, art director; Sandra Gomes, producer; Travis Spence, strategist. Production Darling Jeana Theron, director; Melina McDonald, Lorraine Smit, exec producers; Bryony Webster, producer; Lauren Wilensky, art director; Clive De Klerk, DP. Editorial Deepend Post Marcel Mouton, editor. Post Fresh VFX Stuart Botha, postproduction producer; Bradley Glossop, operator. Audio Sterling Sound Lorens Persson, audio engineer.
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.
