Cadillac moved from it historic home of Detroit to New York, where this spot is set.
Titled “The Arena” and directed by Doug Liman via Independent Media for Publicis NY and UK, this ad is filmed from inside a car as it drives around downtown NY, contrasting the color, vibrancy, style and feel of the neighborhoods against an emotional rendition of Theodore Roosevelt’s iconic “Man In The Arena Speech” voiced by Kimberly Dube and advocating that we “Dare Greatly” in life.
Client Cadillac Agency Publicis New York/Publicis UK Andy Bird, executive creative director; Kevin Colquhoun, Gregor Findlay, creatives; Lisa Bifulco, chief production officer; Nikki Brancati, executive producer; Theresa Notartomaso, music producer; Dylan Williams, global chief strategy and innovation officer; Carla Serrano, chief strategy officer; Julie Levin, chief marketing officer; Ben Zumsteg, strategy director; Anthony Harris, strategist; Sabine Roehl, creative director of digital design; Roman Tsukerman, associate creative director; Dawn Winchester, chief digital officer; Lissa Robinson, executive interactive producer. Production Independent Media Doug Liman, director; Susanne Preissler, exec producer; Marc Siegel, head of production; Denise Rocchietti, producer; Janusz Kaminski, DP. Editorial Lost Planet Hank Corwin, editor; Federico Brusilovsky, assistant editor; Krystn Wagenberg, EP/producer; Lauren Hafner Addison, producer. Audio Record & Mix Sound Lounge Tom Jucarone, mixer. Sound Design Lost Planet Hank Corwin, sound designer. Visual Effects The Mill Melanie Wickham, exec producer; Jason Bartnett, producer; Gavin Wellsman, VFX lead; Hitesh Patel, VFX supervisor. Music Asche & Spencer Matt Locher, exec producer. Talent Kimberly Dube, voiceover.
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.
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