Lena Beug (handled by Station Film in the U.S.) directed this humorous PSA for Road Safety Authority Ireland, produced by Red Rage Films for BBDO Dublin.
In the spot–titled “What Do You Think Will Happen”–automobile drivers are a bit apprehensive about how passengers will react when asked to buckle up their seat belts. Strange responses are imagined–only to find that in reality passengers are only too happy to put on their seat belts for safety’s sake.
Client Road Safety Authority (RSA) Ireland Agency BBDO Dublin Dylan Cotter, executive creative director; Clayton Homer, art director; Dillon Elliott, copywriter; Andrew Counihan, producer. Production Red Rage Films Lena Beug, director (handled by Station Film in the U.S.); Paul Holmes, exec producer; Kip Bogdahn, DP. Editorial/Post/VFX Screenscene Jake Walshe, editor; Hubert Montag, VFX.
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.
Read More
