Barton F. Graf’s first TV work for the Lance Crackers brand is a two-spot package directed by Matt Dilmore of Biscuit Filmworks.
One of the :15s, “Dog Sandwich,” shows a girl seated between two dogs, making for a cute sandwich. The idea behind the work is that Lance makes incredible cracker sandwich snacks–and the girl attests to that. She should know since she’s currently in an incredible sandwich bookended by two precious canines. Still, she declares that Lance's packaged snack of peanut butter between two toasty crackers is even better.
Credits
Client Snyder’s of Hanover/Lance Crackers Agency Barton F. Graf Gerry Graf, chief creative officer; Mark Bielik, Ross Fletcher, creative directors; Sara Carr, Jesse Brown, art directors/copywriters; Josh Morse, head of integrated production; Liz Shook, Zamile Vilakazi, producers; Amanda Perring, strategy director. Production Biscuit Filmworks Matt Dilmore, director; Shawn Lacy, partner/managing director; Rick Jarjoura, exec producer; Jonathan Wang, producer; Mercedes Allen-Sarria, Rachel Glaub, heads of production; Bryan Newman, DP; Joaquin Grey, production designer; Julia Kim, casting director. Editorial MackCut Nick Divers, editor; Kenneth Munoz, assistant editor; Gina Pagano, producer. Telecine Company 3 Sofie Borup, colorist. Finishing Method Jeff Wolfe, director of production
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.
