The latest spot in smart home brand Hive’s “Let’s Get Living” campaign from agency CHI& Partners has debuted in the U.K. before rolling out later across the U.S. and Canada. Titled “Walk,” the spot shows a mom out on a nature walk, enjoying the beautiful, peaceful surroundings.
Suddenly she wonders about her teenage daughter. So mom simply checks via her Hive Camera app that the teen is indeed safely home. With this knowledge and peace of mind, mom can return to reveling in her walk.
Max Malkin of PRETTYBIRD directed “Walk.”
Credits
Client Hive Agency CHI&Partners Micky Tudor, joint executive creative director; Jay Fretwell, creative director; William Cottam, Duncan Brooks, creatives; Rob Steiner, TV producer; Ruby Hill, creative producer; Hannah Greene, production assistant. Production PRETTYBIRD Max Malkin, director; John Lynch, DP; Ted Thornton, producer. Color The Mill VFX Big Buoy Polly Durrance, producer. Editorial The Whitehouse Sam Gunn, editor; Antonia Porter, producer. Audio Wave Aaron Reynolds, Tom Heddy, engineers. Music Tin Drum Music
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.
