Recently nominated for an Emmy, Ad Council’s “We Are America,” a three-and-a-half minute video, introduces us to a diverse mix of folks, underscoring that the country is blessed by a full spectrum of age, talents, sexual orientation, race, religion and gender. Featured in the piece is mega WWE wrestling star John Cena who provides a stirring narration on the definition of "patriotism."
Rocky Morton of MJZ directed for agency R/GA.
Client Ad Council Agency R/GA Nick Law, global chief creative officer; Eric Jannon, Chris Northam, group executive creative directors; Thomas Darlow, Rene Van Wonderen, Lucia Orlandi, associate creative directors; Bethany Kennedy, sr. visual designer; Ria McIlwraith, designer; Tessa Ndiaye, experience designer; Emily Uram, jr. art director; Lukas Pearson, jr. copywriter; Cindy Pound, executive production director; Jeff Skutnik, executive campaign producer; Lucas Dennison, digital producer; Kat Friis, executive production director, content; Leanne Diamond, post producer; Ashlye Vaughan, sr. content producer. Production MJZ Rocky Morton, director; Emma Wilcockson, exec producer; Larry Shure, line producer; David Lanzeberg, DP. Editorial Rock Paper Scissors Dan de Winter, editor. Original Music Human Phillip Glass, composer. Music Supervision wool and tusk Audio Post Nylon Studios David Robertson, mixer. Postproduction Nice Shoes Chris Ryan, colorist; Jason Farber, Flame artist.
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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