A man at a rural crime scene grapples to solve a mystery in this spot titled “Cold Case” as he chomps on Twizzlers licorice.
But we find that his quest to find the truth isn’t related to a crime at all; rather he’s mulling over how he can get away with not inviting someone to his birthday party. He even considers not having the party at all.
Anyway, this tongue-in-cheek scenario underscores that no matter how big or small the problem or mystery, you can “Chew On It” with Twizzlers.
Kristoffer Borgli of production company Furlined directed the campaign spots, including this “Cold Case” piece,” for Droga5 New York. Lensing the “Chew On It” campaign was Sam Levy whose feature credits include Lady Bird.
Credits
Client Twizzlers/Hershey Agency Droga5 New York David Droga, creative chairman; Neil Heymann, chief creative officer; Brandon Pierce, group creative director; Michael Kleinman, associate creative director; Daniel Litzow, sr. copywriter; Caroline Ekrem, Evan Barkoff, copywriters; Castro Desroches, art director; Sally-Ann Dale, chief creation officer; Jesse Brihn, director of film production; Mike Hasinoff, executive producer, film; Sophie Paton, producer, film; Mike Ladman, music supervisor Jonny Bauer, global chief strategy officer; Harry Roman-Torres, head of strategy, Ned Sonnenschein, strategy director. Production Furlined Kristoffer Borgli, director; Sam Levy, DP; Jay Wakefield, exec producer; Darrin Ball, producer. Editorial Arcade Dave Anderson, editor; Joseph Petruccio, assistant editor; Sila Soyer, exec producer; Andrew Cravotta, producer. Postproduction MPC Matthew Loranger, exec producer; Krystle Timm, producer. Color Color Collective Alex Bickel, colorist; Claudia Guevara, producer. Audio Wave Studios Aaron Reynolds, mixer.
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.
