A weathered deck calls out for help in this Behr stain spot–which offers the protection that beaten and battered wood sorely needs.
Benji Weinstein of SMUGGLER directed “Deck” for Deutsch LA, with original music by SOUTH Music and Sound, and end tag music from Human. Audio post was done by Deutsch’s Steelhead.
Client Behr Agency Deutsch LA Pete Favat, chief creative officer; Ryan Lehr, executive creative director; Curtis Petraglia, Andrew Kong, executive creative directors; Diego de la Maza, head of integrated production; Dan Kaplan, executive integrated producer; Ali Issari, sr. integrated producer; Chase Butters, associate music director; Dez Davis, music supervisor. Production SMUGGLER Benji Weinstein, director. Music SOUTH Music and Sound Morgan Whirledge, Jon Darling, composers; Ann Haugen, exec producer; Matt Drenik, creative director. End Tag Music Human Carol Dunn, exec producer; Craig Deleon, Seth Fruiterman, composers. Editorial Steelhead Paul Plew, editor; Fernanda Toledo, assistant editor; Jennifer Mersis, exec producer; Dominick Guglielmo, producer. Audio Post Steelhead Cayce Sylvester, mixer; Jennifer Mersis, exec 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.
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