This Bank of America commercial, “Commencement,” directed by Ringan Ledwidge of Rattling Stick for Leo Burnett, expresses hope for a brighter future in post-pandemic America.
“I really wanted to capture the spirit that runs through the country,” Ledwidge says of his vision for the spot. “It was important that the locations, although free of people, resonated emotionally, felt familiar and all-encompassing. I guess in a way they’re a reminder of the wonderful things we do and one day, step by step, will do again.”
Filming open fields, directing from afar and via Zoom, Ledwidge ensured the brand could shoot safely and remain “made in America.” Adding to the inspirational nature of the piece was a voiceover address delivered by Viola Davis.
Credits
Client Bank of America Agency Leo Burnett Liz Taylor, global chief creative officer; Andre Santa Cruz, Caio Batista, creative directors; Sue Desilva, executive creative director Mick McCabe, global chief strategy officer; Nicole Hayes, EVP, director of strategy; Dominic Hanley, SVP, strategy director; Ashley Geisheker, executive producer; Kimberly Cowie, sr. producer; Nancy Parnell, creative resource director. Production Rattling Stick Ringan Ledwidge, director; Joe Biggins, partner, exec producer; Jeff Shupe, exec producer; Richard McIntosh, head of production; Joey Zadwarny, line producer; Sean Curtis, associate producer. Adam Arkapaw, DP; Justin Charbonnet, 1st AD; Devon Wright, production supervisor; Bailey Padgett, assistant production supervisor. Editorial Work Editorial Rich Orrick, editor. VFX Parliament Color & Finish Harbor Picture Co. Elodie Ichter, colorist. Music KO Music Philip Kay, composer. Audio Post Harbor Picture Co. Mark Turrigiano, engineer.
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.
