Director Diego Luna, agency WALO and client Jarritos, the popular Mexican soft drink brand, joined forces to produce Jarritos’ The Journey, a short film which showcases the struggles and triumphs of immigrants living in the United States, while establishing Jarritos as a brand that celebrates the very diversity that makes its consumers and this country so great.
“As a brand with firm roots in Mexico and completely embraced by the United States, we too are immigrants and we know the journey all too well,” said Luis Fernandez, CEO of Novamex, Jarritos brand owner. “Our intention was to thank our consumers and celebrate the beauty of that journey, the sacrifices of previous generations, and the inherent diversity of the United States.”
Credits
Client Jarritos (Novamex) Agency WALO Walter Barraza, Lalo Durán, creative directors; Nicholas Marshall, sr. art director; Laurencia Durán, social media & PR manager Production Company GLORIA Diego Luna, director; Carolina Costa, DP; Paloma Martinez, creative director; Pablo Cruz, Eric Bonniot, Arturo Sampson, exec producers; Theo Brooks, Marta Nuñez Puerto, producers; Shae Horton, production supervisor. Editorial Republic Editorial Andy McGee, Doug Crise, editors; Carrie Callaway, exec producer; Jacklyn Sandoval-Roman, post producer; Juan Luna, Nick Mueth, finishing/VFX artists. Sound Gordon Gibson, audio engineer/sound designer Color Nice Shoes, NY Gene Curley, colorist; Rebecca Mitchell, producer. Music Freiberg Music Daniel Freiberg, composer.
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.
