That’s the prevailing query in this new ad campaign for Grandma’s Cookies from Goodby Silverstein & Partners. The warm, cozy feeling of being with your grandmother is triggered when a person is munching on Grandma’s Cookies.
In each spot of the campaign–directed by Dave Laden of Hungry Man–someone is eating a Grandma’s Cookie. The cookie smells so delicious, looks so homemade and sparks nostalgic feelings so that onlookers become convinced that this person must be their grandma. Like, their actual grandma. And absolutely nothing will convince them otherwise.
In “Park,” a girl walks up to a burly guy sitting on a park bench and eating a Grandma’s Cookie. She is convinced the he is her grandma and even asks “him” to knit her a sweater. Amusingly enough, he acquiesces.
Credits
Client Grandma’s Cookies Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, executive creative director/partner; Jon Wolanske, creative director; Sean Farrell, art director; Colin Nissan. copywriter; Hilary Coate, executive producer; Conor Duignan, sr. producer; Ralph Paone, brand strategy director. Production Hungry Man Dave Laden, director; Kevin Byrne, managing partner/exec producer; Dan Duffy, exec producer; Caleb Dewart, producer. Editorial HutchCo Jimmy Hutchins, editor; Patrick O’Leary, assistant editor; Jane Hutchins, exec producer. Postproduction HutchCo Jonny Mepheeters, colorist; Austin Hickman-Fain, lead Flame. Music Derek and Brandon Feichter, composers. Sound Design One Union Eben Carr, sound designer; Lauren Mask, producer. Audio Post One Union Eben Carr, mixer; Lauren Mask, producer.
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.
