Steve Miller of RadicalMedia directed this two-spot package for Xfinity out of Goodby Silverstein & Partners, including “Ping Pong” in which a young couple figures out a new way to occupy their dog so they can enjoy a guilt-free date night.
Via Xfinity X1 voice remote, a woman commands the TV to find a ping pong match which keeps her beloved canine busy as she and her beau leave for a night on the town.
Client Xfinity Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Jon Wolanske, Jens Waernes, creative directors; Stefan Copiz, art director; Matt Bottkol, Chris Ford, copywriters; Tod Puckett, head of production; James Horner, executive producer; Tess Kenner, producer; Todd Porter, music supervisor. Production RadicalMedia Steve Miller, director; Donna Portaro, Gregg Carlesimo, exec producers; Frank Dituri, head of production; Peter Donoghue, DP; Brock Houghton, production designer; Jon Dino, line producer. Editorial HutchCo Technologies Inc. Jim Hutchins, editor; Jane Hutchins, exec producer; Patrick O’Leary, assistant editor. Finish The Mill Leighton Greer, exec producer; Erin Hicke, producer; Pat DeVaney, coordinator; Tim Rudgard, VFX supervisor; Chris Knight, Scott Johnson, compositors; Gavin Wellman, on set supervisor. Color The Mill Gregory Reese, colorist; Thatcher Peterson, exec producer; Diane Valera, color producer. Music Bogas Productions Ed Bogas, composer. Mix/Sound Design One Union Recording Eben Carr, engineer; Lauren Mask, exec producer; Cienna Patmont, producer.
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.
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