To promote curbside service in this age of the pandemic, The Martin Agency teamed with director Max Malkin of PRETTYBIRD on this ode to curbs.
The Martin Agency was drawn to Malkin’s talents, in this case the ability to bring an inanimate object to life–in this case, the often overlooked curb which is now having its moment. These rounded cement protuberances are more popular than ever–if business is happening, it’s happening curbside. So it’s time to celebrate the curb with this Malkin-directed spot aptly titled “Curbs.”
With contactless CarMax Curbside, customers can shop online, then complete the purchase with a socially distanced curbside pickup at CarMax or opt to have the vehicle delivered right to your own curb.
Also as part of the campaign, The Martin Agency has turned out social media videos in which CarMax highlights the ways we can “get out without getting out”–from neighborhood “safaris” to drive-in weddings.
Credits
Client CarMax Agency The Martin Agency, Richmond, Va. Jerry Hoak, executive creative director; Anne Marie Hite, group creative director; Lindsey King, creative director; Dustin Dodd, art director; Graham Unterberger, copywriter; Tasha Dean, SVP, head of integrated production; Tricia Hoover, executive producer; Lauren Galanides, producer; Cecelia Parrish, strategy director; Stuart Good, strategy planner. Production PRETTYBIRD Max Malkin, director; Ali Brown, president; Tracy Hauser, director of production; Matt Wersinger, producer. Editorial Friendshop! Ben Suenaga, partner/lead editor; David Bryen, assistant editor; Melissa Mapes, managing director; Adam Roe, sr. producer. Postproduction Superjoy Peter Charles, sr. Flame artist; Marissa Walker, Flame assistant; Katherine Leatherwood, sr. post producer; Brian Creech, head of production. Audio Post Rainmaker Isaac Whalen, producer; Jeff McManus, engineer/mixer. Color Company 3, NY Sofie Borup, colorist; Alexandra Lubrano, producer. Music Halo Music & Sound Peter Gannon, exec producer.
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.
