Matt Aselton of Arts & Sciences directed this spot which underscores how life evolves despite one’s plans. We open on a guy who says he’s never getting married. In the next vignette he’s buying an engagement ring for his bride to be. The couple is never having children–then we see their first born. The dad declares he’s never moving to the suburbs–a moment later he and his family are on the front lawn of their suburban home. And when he affirms that he’s never having another child, his wife informs him that she’s pregnant.
All along the way of “nevers” and subsequent realities, State Farm is there. Agency is DDB Chicago.
Credits
Client State Farm Agency DDB Chicago John Maxham, chief creative officer; Barry Burdiak, John Hayes, sr. VP, group creative director; Brian Boord, creative director/art director; Chad Broude, creative director/copywriter; Joe Cianciotto, chief digital officer Gustavo de Mello, sr. VP/group strategy director; Diane Jackson, executive VP, director of production; Scott Kemper, VP, executive producer; Kent Smith, executive producer. Production Arts & Sciences Matt Aselton, director. Editorial Arcade Edit Geoff Hounsell, editor; Sean LaGrange, assistant editor. Post Filmworkers Club Rob Churchill, VFX artist. Music Elias
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.
