In this spot titled “Space,” an orbiting station is being hit hard by an asteroid storm and all astronauts aboard are urged to eject through the escape pod–but one of them refuses to leave behind his guitar amplifier. But once posted on mobile classifieds app letgo, the amplifier is immediately on its way to being bought by a Russian cosmonaut who comes knocking on the spacecraft door.
Craig Gillespie of MJZ directed these two latest commercials–including “Space”–in the “It’s Really Time to Let Go” campaign for CP+B, Miami.
We first launched mobile classifieds app letgo on U.S. TV last October and since the app has grown rapidly, with millions of downloads. I want to share the new follow-up campaign helmed by of-the-moment Hollywood director Craig Gillespie (Million Dollar Arm, Lars and the Real Girl) who also just premiered his blockbuster “The Finest Hour”. The spots, from CP+B Miami, use extreme situations to show how we are all irrationally tied to things we don’t need anymore, and how with letgo’s quick, streamlined mobile experience, users can easily post an item for sale in seconds.
Credits
Client letgo Agency CP+B Miami Gustavo Sarkis, executive creative director; Jeff Siegel, Alvaro Ramos, associate creative directors; Kate Hildebrant, VP/director of video production; Sarah Patterson, integrated producer; Marshall Mann, content supervisor; Cristina Flores, content manager. Production MJZ Craig Gillespie, director; Emma Wilcockson, exec producer; Jay Shapiro, producer; Susan Levin, production supervisor; Toby Irwin, DP. Editorial Spot Welders Haines Hall, editor; Oli Hecks, assistant editor; Carolina Sanborn, exec producer. Music JSM, New York Joel Simon, chief creative officer/composer; Seamus Kilmartin, composer. Sound Design Barking Owl, Los Angeles Michael Anastasi, sound designer. Audio Post Lime Studios, Santa Monica, Calif. Rohan Young, mixer; Susie Boyajan, exec producer. Post Company 3 Stefan Sonnenfeld, colorist. VFX Method Studios, LA Stephanie Gilgar, sr. executive producer; Michelle Machado, sr. producer; Ben Walsh, VFX supervisor; Ian Holland, colorist.
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.
