Panera Bread and ad agency Goodby Silverstein & Partners (GS&P) roll out the “Your Cup Is Always Full” campaign to introduce a new unlimited-coffee subscription for $8.99 a month. After subscribing through the MyPanera app, consumers will be able to walk into a Panera location at any point during the day and get a fresh cup of coffee.
“We love our coffee in this country,” said GS&P CCO Margaret Johnson. “It comes with this feeling of optimism–like you can take on anything. ‘Your cup is always full’ is both a literal promise from Panera and an embodiment of that optimistic feeling.”
With demand for premium coffee at an all-time high, Panera is aiming to take the guilt trip out of the coffee run for millions of Americans.
Helping to introduce the campaign is this 30-second spot, “Sunrise,” directed by Craig Gillespie of production house MJZ. In the commercial, many people from varied walks of life head en masse to the nearest Panera restaurant to get their empty coffee cups filled.
Music/sound house was Barking Owl, which also handled audio post on the commercial.
Credits
Client Panera Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, partners; Margaret Johnson, chief creative officer; Will Elliott, creative director; Maria Lee, associate creative director/art director; Justin Ralph, associate creative director/writer; Leila Gage, director of broadcast production; Melissa Nagy, producer; Bonnie Wan, head of brand strategy; Cassidy Wilber, director of brand strategy; Victorial Barbatelli, communication strategy director; Ginny Rider, brand strategist. Production MJZ Craig Gillespie, director; Masanobu Takayanagi, DP; Martha Davis, line producer; Emma Wilcockson, exec producer. Editorial Spot Welders Haines Hall, editor; JC Nunez, assistant editor; Jessica Davis, sr. producer; Carolina Padilla, exec producer. Telecine Company 3 Dave Hussey, colorist; Gabriel Wakeman, color producer. VFX/Finishing Eight VFX Ashley Ford, exec producer; Ryan Dahlman, VFX producer; Jean-Marc Demmer, VFX supervisor; Christophe Richard, Flame lead artist; Adam Singer, motion graphics artist. Music/Sound Barking Owl, West Los Angeles, Calif. Barking Owl, composer; Morgan Johnson, sound designer; Kelly Bayett, creative director; KC Dossett, producer. Audio Post Barking Owl Matt Keith, mixer.
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.
