Daniel Kleinman of Rattling Stick directed this :30 for the Chevrolet Colorado truck which demonstrates the differences between a “Car Guy” and “Truck Guy” by juxtaposing the different theme songs that follow each of them around throughout their day. Music from AC/DC and the Carpenters help drive home the point.
The “Theme Song” commercial will be inserted into high profile programming throughout January and February in high rotation. There is a :30 second version now live, as well as a :45 second version that will be paired with an additional :15 second reprise that will begin airing later this month.
Agency is Commonwealth/McCann.
Credits
Client Chevrolet Colorado Trucks Agency Commonwealth/McCann Linus Karlsson, creative chairman; Andreas Dahlqvist, chief creative officer, global, creative director/art director; Gary Pascoe, chief creative officer, North America, creative director/copywriter; Duffy Patten, creative director/copywriter; Bob Guisgand, creative director/art director; Brian DiLorenzo, executive VP, chief production officer; Jeff Beverly, executive VP, global director integrated content production; Stuart Moutrie, sr. producer. Production Rattling Stick Daniel Kleinman, director; Stuart Graham, DP; Joe Biggins, exec producer; Johnnie Frankel, line producer. Editorial Union Editorial Jim Haygood, editor. Post/Finish Method Studios
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.
