The Subway Series lineup of sandwiches gets a pseudo-documentary treatment–a riff of ESPN’s 30 for 30 docuseries–in this campaign from Dentsu Creative.
Star athletes such as Stephen Curry, Derek Jeter, Rob Gronkowski, Charles Barkley, Tony Romo and Patrick Mahomes reflect on the championship pedigree of the Subway Series–12 sandwiches that excel on the meal playing field.
The Behind the Subway Series spots were directed by Kenny Herzog of O Positive who gave a tongue-in-cheek sports documentary vibe to the campaign.
Credits
Client Subway Agency Dentsu Creative Rafael Rizuto, chief creative officer, NY & Hispanic LATAM; Jason Stefanik, executive creative director; Alisa Sengel, group creative director; Declan Byrnes-Enoch, Alexander Augustinos, creative directors; Carole McCarthy, executive producer; John-James Richardson, group strategy director. Production O Positive Kenny Herzog, director; Ralph Laucella, executive producer; Ken Licata, head of production, unit production manager; Devon Clark, head of production. Editorial Cosmo Street Lawrence Young, editor; Mura Woodward, exec producer; Paolo Solarte, producer. Color Company 3 Daniel de Vue, colorist. VFX Adolescent Audio Post/SFX Heard City. Music Heavy Duty, Track: “Be A Legend” Talent Quincy Dunn-Baker, voiceover. Partner UEG Josh Barnes, VP, client management; Chris Simmons, VP, celebrity & influencer; Casey Grochocinski, director, talent & influencers; Charlie Benjamin, sr. manager, rights & partnerships; Keaton Lancashire, sr. manager, talent & influencers.
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.
