NFL players know you have a lot of choices when you are building your team for Madden NFL 17. Broncos outside linebacker Von Miller begs viewers to pick him by dancing and singing, amounting to an eloquent case for stopping the opposing team from making first downs. Lots of Millers sing their way into our hearts and minds; each Miller is decked out in different outfits–from overalls to cowboy boots, etc.
A track from Beacon Street Studios drives the humorous music video which was directed by Matt Lenski of Arts & Sciences for San Francisco agency Heat.
Credits
Music/Sound: Beacon Street Studios, Venice, Calif. Andrew Feltenstein, John Nau, composers; Adrea Lavezzoli, exec producer. Audio Post: Beacon Street Studios, Venice, Calif. Rommel Molina, mixer; Kate Vadnais, sr. mix producer Agency: Heat, San Francisco Production: Arts & Sciences, West Hollywood, Calif. Matt Lenski, director
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.
