This digital film shows the surprised and not-too-happy faces of kids and grown-ups as they taste a specific food for the first time–ranging from an oyster to a lemon, a hot pepper, even a pickle. In sharp contrast, the facial reaction is quite different–one of contentment–from a girl who is given a Milka chocolate square, underscoring the confection’s comforting, smooth, soothing taste.
Peter & Annie of Paris production house Satellite My Love directed this piece–part of the “Some first tastes are more tender than others” campaign–for agency Buzzman, Paris.
Credits
Client Milka Agency Buzzman, Paris Georges Mohammed-Cherif, CEO/executive creative director; Tristan Daltroff, creative director, copywriter; Louis Audard, creative director/artistic director; Pierre Cognard, artistic director; Guilhem Barbet, copywriter; Vanessa Barbel, head of TV production; Ayman Jaroudi, TV production; Loris Bernardini, social media creative director; Julien Scaglione, head of social media. Production Satellite My Love, Paris Peter & Annie, directors; Alain Dib, Omar Cabbabe, producers; Karim Bekdache, production director. Postproduction NOD Sound Production Schmooze
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.
