To promote the incredible fuel efficiency (and speed!) of the BMW 5 series, the spot features the car blazing down a long stretch of desert highway as a massive Boeing KC-135 Stratotanker appears overhead. The plane descends and a hatch opens. A long fuel dispenser reaches toward the BMW 5-series’ open sunroof as an arm appears, coffee mug in hand, ready to receive a caffeine fill-up — way before the BMW, which gets 32mpg, requires one. Mit Out Sound handled the sound design. Joe Kosinski of Anonymous Content directed for Grey West, San Francisco.
Credits
Production Company: Anonymous Content Joe Kosinski, director; Jeff Baron, exec producer; SueEllen Clair, head of production; Julien Lemaitre, producer; Jeff Michael, production supervisor; Alwin K�chler, DP. Editorial: Union Editorial Michael Raimondi, president/exec producer; Jim Haygood, editor; Dylan Firshein, assistant editor.
Visual Effects: Digital Domain, Inc. Ed Ubrich, president of commercial division; Tanya Cohen, exec producer; Eric Barba, VFX supervisor; Tim Jones, CG supervisor; Kait Boehm, VFX producer; Cedric Williams, VFX coordinator; Hnedel Maximore, Brian Creasey, Derek Crosby, digital artists; Lisa Tomei, Flame artist; Kym Olsen, Dan Cobbett, compositors; Michael Lori, tracking; Marco Maldonado, on set tracking. Sound Design: Mit Out Sound/M.O.S. Ren Klyce, sound designer; Misa Kageyama, sound design producer. Audio: Lime Studios Loren Silber, mixer; Lindsey Alvarez, assistant mixer.
Director Zack Seckler Shares Secret Password, Gets Us Into The Dollar Shave Club
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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