Diabetics often hear the word “no” when it comes to what they can eat. But in this spot directed by Mark Molloy of SMUGGLER for client Abbott Laboratories/Freestyle Libre out of agency Anomaly NY, all the “no” responses heard in humor-tinged scenarios turn ultimately to a “know” as patients find out their glucose levels which enable them to make informed dietary decisions.
Titled “Now You Know” in reference to the knowledge gained via the Freestyle Libre meter, the commercial consists of relatable moments coupling humanity and humor to nurture empathy for what diabetes patients experience.
Credits
Client Abbott Laboratories/Freestyle Libre Agency Anomaly New York Bronwen Lonsdale, producer; Seth Jacobs, executive creative director; Donnell Johnson, group creative director; Harry Neville-Towle, associate creative director; Ray Ali, sr. creative. Production Company SMUGGLER Mark Molloy, director; Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, Declan Cahill, Leah Churchille-Brown, exec producers; Alex Hughes, head of production; Alex Taussig, producer; Jacquie Riley, head of production; Jeremy Rouse, DP; Jeremy Fitzgerald, 1st AD; Leah Popple, production designer; Beth Ryan, art director; Rebeca Cohen, set decorator; Mariot Kerr, wardrobe. Editorial Work Editorial Stewart Reeves, editor. Color Company 3 Sofie Borup, colorist. VFX a52
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.
