With his teenage daughter and her date in the backseat of the VW Tiguan he’s driving, a father has more control than he could have imagined on prom night. Chaperoning the couple, dear old Dad takes advantage of the SUV’s effortless acceleration, responsive turbocharged 200-horsepower engine, and tight handling to strategically move his passengers to and fro.
Jean-Michel Ravon of Untitled Films, Toronto, directed for agency DDB Canada.
Client Volkswagen Canada Agency DDB Canada Cosmo Campbell, chief creative officer; Rob Sturch, Etienne Bastien, creative directors; Neil Shapiro, associate creative director/copywriter; John Larigakis, art director; Ryan Bourret, producer; Tony Johnstone, sr. VP, director of strategic planning; Dino Demopoulos, VP, strategy & innovation; Andrew Ahern, strategist; Matthew Sy, project manager; Ben Duquette, copywriter (French adaptation). Production Untitled Films Jean-Michel Ravon, director; John Houtman, DP; David Lourie, cameraman; Tom Evelyn, producer; Lexy Kavluk, exec producer. Postproduction Rooster Marc Langley, editor; Spencer Shiffman, assistant editor. VFX Fort York Paul Binney, online editor; Joe DiClemente, assistant online editor. Post Smith, Toronto Bill Ferwerda, colorist. Audio Grayson Matthews
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. 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 โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ 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."
โThe Clubโ 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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