Henry-Alex Rubin of Smuggler directed this moving spot for agency twofifteenmccann which had real people listening to the music they love on Pandora and asked them the simple question, “How does this song make you feel?”
For Pandora it was a first to do a campaign without using music or musicians. In doing so, the work underscores the true power music has on all of us and it helps to differentiate Pandora from other music brands.
Continuing Pandora’s tagline, The Next Song Matters, the campaign includes this :60 as well as a :30 and upcoming :15s and spans national broadcast, online, DR, music festival activations, email marketing & custom digital/social across various media partnerships including Thought Catalog, Cracked, Facebook, Instagram, Snapchat, Periscope, Twitter and Whisper.
Credits
Client Pandora Agency twofifteenmccann Scott Duchon, chief creative officer; Adam Reeves, executive creative director; Ezra Paulekas, creative director; Sean Flores, Nicole Birch, art directors; Ben Wolan, Matt Bunnell, Bri Hand, copywriters; Alex Spahr, director of integrated production; Kacey Hart, sr. producer; Eryn Lovich, sr. digital producer; Amanda Punzalan, digital producer; Brandon Chen, digital video assistant producer; Ken Macy, interactive art director; Carson Bell, Ivan Shumaker, digital video editors; Gabrielle Tenaglia, Janene Lin, Paige Robertson, strategy. Production Smuggler Henry-Alex Rubin, director; Ken Seng, DP; Leah Fleischmann-Allina, line producer; Drew Santarsiero, exec producer. Editorial Stitch Dan Swietlik, editor; Weston Cadwell, assistant editor; Ben Bragg, producer; Mila Davis, exec producer. Postproduction Efilm Tim Stipan, colorist. Audio Post Lime Studios Music Cliff Martinez
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.
