Instacart’s “How Homemade is Made” campaign from Goodby Silverstein & Partners is anchored by this spot directed by Ian Pons Jewell via production house Reset in which a son introduces us to his mom’s delectable homemade short ribs.
But what if her one-of-a-kind family dish was made available commercially? This piece, titled “Your Mom’s Homemade Short Ribs,” gives us a fresh, playful look at what might happen. Yet with all the what-if scenarios, the bottom line is that no one can deliver your mom’s homemade short ribs. That’s why Instacart delivers the ingredients.
Credits
Client Instacart Agency Goodby Silverstein & Partners Rich Silverstein, co-chairman; Matthew Edwards, Wes Phelan, creative directors; Jen Hart, associate creative director; Kayla Lott, sr. copywriter; Clark Chamberlin, Rachel Nagby, copywriters; Jason Gan, Duncan Spear, art directors; Leila Gage, head of production; Bentonn Roman, executive producer; Benny Gold, Tana Cieciora, design directors; Emily Devery, designer. Production Reset Ian Pons Jewell, director; Dave Morrison, managing director; Michael Garza, exec producer; John Moran, head of production; Jon Adams, producer; Mauro Chiarello, DP; Vova Radlinsky, production designer; Nayeli de Alba, wardrobe designer. Production Services Radioaktive Film Sasha Bevko, exec producer; Tanya Sokolava, producer. Editorial The Den Tobias Suhm, editor; James Bird, assistant editor; Mike Gut, producer; Ryan Curtis, exec producer. Sound String and Tins Culum Simpson, sound designer, audio engineer; Will Cohen, sound designer; Lawrence Kendrick, audio engineer. Foley Foley Walkers. Music KOM VFX Black Kite Denis Reva, shoot supervisor; Paul Wilmot, VFX supervisor; Bruno Fukumothi, James Adamson, Jonny Freeman, Michael Korniltsev, VFX artists; Fin Crowther, CG supervisor; Andrew Bartholomew, Marcel Ruegenberg, Vicky McIntyre, CG artists; Tom Mangham, color grade; Amy Richardson, head of production.
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. 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 โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ 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."
โThe Clubโ 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.
