While shopping at Monoprix can be a pleasure, carrying groceries that are bought there all the way home is not. Titled “The Worst Song in the World,” this spot directed by the Traktor collective via Stink for Paris agency Rosapark showcases the advantages of having one’s hands free–in this case free of carrying groceries as Monoprix introduces a new customized delivery service.
We see a woman wearing headphones having to endure “The Worst Song in the World.” We see the band performing the song, which is an unwelcomed invasion of the senses. So why not turn off the noise? The camera reveals her hands are tied up carrying huge grocery bags so she has to listen to the song all the way through. Clearly, having your hands free changes everything. Better avail yourself of French grocery store Monoprix’s delivery option.
Credits
Client Monoprix Agency Rosapark Gilles Fichteberg, Jean-François Sacco, creative directors; Helene Boudin, copywriter; Thomas Laurent, TV producer; Quentin Labat, associate director; Sacha Lacroix, strategic planning manager; Alexandre Ribichesu, Sarah Herbain, strategic planning; Jeanne Neuschwander, head of digital strategies. Production Stink Traktor, director; Nico Poulsson, DP; Marine Garnier, producer; Guillaume Richard, production direction. Postproduction Firm Toby Ridgway, post producer. Editorial Yan Malcor, editor. Audio Post Schmooze Music Simon Davis, musical composition
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.
