This spring, Macy’s is celebrating beauty in all its forms, expanding and redefining the word through a new iteration of their “Find the Remarkable You” campaign.
Created by BBDO New York, the latest effort makes a powerful statement around the word “beautiful” by flipping it on its head, changing the term to fit a wide range of women. In a :60 TV spot, Macy’s features a diverse array of every kind of beautiful over a poem that redefines the word and encourages viewers to find their truest selves. The film ends with the line, “Find the Remarkable You.”
Daniel Wolfe of Somesuch directed the spot which runs on TV and online.
Credits
Client Macy’s Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kitlhar, EVPs/executive creative directors; Kat Kvas, associate creative director; Sho Matsuzaki, art director; Dan Blaney, VP group executive producer; Corie Rosenblatt, associate producer. Production Somesuch Daniel Wolfe, director; Nicky Barnes, exec producer; Saul Germaine, line producer; Chayse Irvin, DP. Editorial Cosmo Street Tom Lindsay, editor; Maura Woodward, exec producer; Paolo Solarte, sr. producer; Alex Morales, Josh Berger, assistant editors. VFX Blacksmith Iwan Zwarts, Jamie Scott, 2D Flame leads; Charlotte Arnold, exec producer; Bindy St. Leger, VFX producer; Jacob Slutsky, compositor. Music Barking Owl Kelly Bayett, creative director/partner; Hannah Alter, producer. “One World” composed and published by Barking Owl; Justin Bayett, managing director. Audio Post Heard City Keith Reynaud, 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.
