The children’s pop-up book motif is used to great effect in this spot directed by Yves Geleyn of production house Hornet Inc., for Leo Burnett, London.
Going from back to front in a pop-up book, we see Kellogg’s cereal at the family breakfast table and then go backwards to see how the cereal is made, underscoring the simple slogan at the spot’s end which is, “It all begins with sunshine and grains.”
Client Kellogg Europe Agency Leo Burnett, London. Guy Moore, creative director; Mark Franklin, Rob tenconi, creatives; Alessia Small, producer. Production Hornet Inc. Yves Geleyn, director; Jan Stebbins, exec producer; Cathy Kwan, producer; Joel Kretschman, live-action producer; Ivan Abel, DP; Carlos Ancalmo, storyboard artist; Mandy Smith, are director; Kim Dulaney, Andres Gutierrez Torres, Sarah Orenstein, Diana Park, designers; Michelle Higa, Harry Teitelman, animatic animators; Lee Gingold, lead compositor; David Hill, Joanna Newman, compositors; Tiffany Chung, Ted Wiggin, roto artists; Nathan Aquith, Melissa Chow, Eric Duke, Peter Erickson, Ben Kress, Tim McDonald, Hayley Morris, fabricators; Angela Stempel, fabrication & compositing intern; David Hawcock Books, paper engineer; Nate Spengler, 1st AC: Don Ganfield, motion control operator; Roman France, DIT; Michael Yetter, gaffer; Chris Clarke, best boy; Matt Walker, key grip; Matt Cryan, 2nd grip; Jon Osterman, VTR operator; Stephanie Andreou, script supervisor; Milton Katz, Stevie Weinstein-Foner, production assistants. Editorial Hornet Inc. R.J. Glass, editor
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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