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    The Best Work You May Never See: Sony Canada’s “Ear Crunches”

    By SHOOTUpdated:No Comments2055 Views

    Audiophiles exercise their ears, literally, for Sony’s Hi-Res audio experience which is billed as revolutionizing sound quality for music.

    Filip Nilsson of OPC, Toronto, directed this spot for DDB Canada Toronto, which shows a man exercising his ears in preparation for the Sony audio experience.

    “It’s difficult to demonstrate audio quality on television,” said Paul Wallace, executive creative director, DDB Canada Toronto. “To compel music lovers to get to a store and experience Sony Hi-Res audio for themselves, we casted captivating characters with interesting facial expressions to draw viewers in and pique their curiosity.”

    Ear Crunches will run online, on specialty music channels and in theaters across Canada until January 2015 and is being supported by search, digital and social advertising.  The new spot follows The Ear Workout, which made its debut earlier this summer.

    Credits

    Client Sony Canada Agency DDB Canada Toronto Kevin Drew Davis, chief creative officer; Paul Wallace, executive creative director; Allan Topol, copywriter; Craig Ferguson, art director; Marie-Pierre Toure, producer; Nicole Lupke, VP business unit director; Tony Johnstone, director of strategic planning. Production OPC Filip Nilsson, director; Harland Weiss, Donovan Boden, Liz Dussault, exec producer; Nicolas Bolduc, DP; Mike Pesut, cameraman; Dwight Phipps, line producer. Post Saints Editorial and Alter Ego Stephen Sora, editor; Steve MacGregor, online editor; Wade Odlum, colorist. Audio Tattoo Sound+Music Clive Desmond, audio house director; Christine Leslie, producer; Dan Horton, engineer. Casting Steve Mann Casting VFX/Animation Swiss Leo Wilk, VFX supervisor; Sofia Malmgren, VFX producer.

    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:DDB CanadaOPC



    Director Zack Seckler Shares Secret Password, Gets Us Into The Dollar Shave Club

    Monday, January 20, 2025

    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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