Professional golfer Jordan Spieth, in his third commercial for AT&T, pairs with Saul Martinez for an inspirational round of golf. Martinez is a war veteran who lost both of his legs in combat. This :30 shows his commitment to rise up and take on new challenges; conversely AT&T and Spieth are committed to vets like Martinez.
Jonathan Dayton and Valerie Faris, a.k.a. Dayton/Faris, directed “Rise Up” for BBDO New York. The spot is one of five from AT&T’s “The Power of &” campaign–all of which debuted during this past week’s broadcast of the 2017 Masters tournament.
Credits
Client AT&T Corporate Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY: Matt MacDonald, executive creative director; Simon Foster, John Lamacchia, sr. creative directors; Julie Collins, group executive producer; Helene Balzarini, executive producer; Melissa Chester, executive music producer; Dawn McCormick, integrated talent supervisor. Production BOB Industries Jonathan Dayton, Valerie Faris, directors; Corey Water, DP; TK Knowles, exec producer; Bart Lipton, line producer. Editorial WAX Editorial Stephen Jess, editor; Joe Dillingham, covering editor; Annabelle Cuthbert, producer. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. VFX Framestore Murray Butler, executive creative director; Dez Macleod-Veilleux, VFX supervisor; Greg Gaskins, VFX artist; Sue McNamara, producer. Audio Post Heard City Corey Melious, mixer; Sasha Awn, 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.
