The “Good Things Come To Those Who Don’t Wait” campaign for The Wall Street Journal kicks off with “The Runner,” a film airing nationwide on TV, cinema, social and online, that depicts a woman who from birth has never stopped moving, driven by her ambition. It’s this ambition that WSJ readers possess which is fueled by the business news and insights they receive from the Journal every day. The film is designed to inspire a new generation of WSJ readers and future leaders.
The spot was directed by Ellen Kuras of The Corner Shop for agency The&Partnership.
A Journal reader herself, Kuras was keen to ensure that the female protagonist felt authentic, likable, relatable and inspiring.
Credits
Client The Wall Street Journal Suzy Watford, CMO; Paul Plumeri, marketing director. Agency The&Partnership Wilfred Boudreau, chief creative officer; Natasha Maasri, creative director; Arrie Hurd, art director; Mike Lin, copywriter; Shobha Sairam, chief strategy officer; Kevin Wilson, head of production. Production The Corner Shop Ellen Kuras, director; Ryley Brown, DP; Anna Hashmi, exec producer; Adam Wilson, art director; Suzie Greene Tedesco, line producer. Editorial Work Editorial NY Bill Smedley, editor; Winter Brihn, assistant editor; Erica Thompson, exec producer; Chris Delarenal, producer. Postproduction MPC NY Adrian Seery, colorist; Dani Zeitlin, exec producer; Catherine Fischer, associate producer. Music MAS, Music and Strategy.
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.
