In this anthem spot–titled “The Daring”–espousing Cadillac’s “Dare Greatly” philosophy, the unique accomplishments of such notables such as Richard Linklater, Anne Wojcicki, Steve Wozniak, Jason Wu and Njeri Rionge are featured.
Set in downtown New York, this atmospheric piece debuted during the Oscars telecast and was directed by Doug Liman and shot by cinematographer Janusz Kaminski for Publicis NY and London. Production company was Independent Media, Inc.
Client Cadillac Agency Publicis New York/Publicis UK Andy Bird, executive creative director, Publicis London; Joseph Johnson, executive creative director, Publicis NY; Carlos Figueiredo, executive VP, creative director; Jean Rhode, Roger Norris, VPs, creative directors; Lisa Bifulco, chief production officer; Lauren Schneidmuller, VP, executive producer; Jennifer Truss, associate producer; Theresa Notartomaso, music producer; Dylan Williams, global chief strategy and innovation officer; Carla Serrano, chief strategy officer; Julie Levin, chief marketing officer; Ben Zumsted, strategy director; Anthony Harris, strategist; Dawn Winchester, chief digital officer; Sabine Rohel, VP, creative director of digital design; Roman Tsukerman, VP, associate creative director; Lissa Robinson, executive interactive producer. Production Independent Media, Inc. Doug Liman, director; Janusz Kaminski, DP; Susanne Preissler, exec producer; Marc Siegel, head of production; Brad English, line producer, NY; Denise Rocchietti, line producer, L.A.. Visual Effects The Mill Melanie Wickham, exec producer; Jason Bartnett, producer; Gavin Wellsman, VFX lead; Hitesh Patel, VFX supervisor. Editorial Lost Planet Hank Corwin, editor/sound designer; Federico Brusilovsky, assistant editor; Krystn Wagenberg, exec producer; Lauren Hafner Addison, producer. Audio Sound Lounge Tom Jucarone, partner/mixer. Music (piano track) Asche & Spencer Matt Locher, exec producer. Music (licensed track) Edith Piaf “Non, je ne regrette rien”
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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