Both the yeas and nays have it in this comedic Super Bowl spot–directed by Harold Einstein of production house dummy. for agency Erich and Kallman–heralding the introduction of Reese’s Caramel Big Cups.
The :30 features an emotional roller coaster as six neighborhood friends swing to and fro from an emphatic yes to a disappointing no as they hear that Reese’s is changing its iconic peanut butter cups. Narrated by Will Arnett, the spot features folks who go back and forth from jubilation to despondence–making for a Big Game ad that is complete pandemonium.
Credits
Client The Hershey Company Brand Reese’s/Reese’s Caramel Big Cups Agency Erich & Kallman Eric Kallman, chief creative officer & founder; Steven Erich, president/founder; Rikesh Lal, executive creative director; Jason Goldberg, creative director/ACD/copywriter; Clark Chamberlin, creative director/ACD/art director; Kati Haberstock, head of production & operations; Fearghal ODea, producer. Production Company dummy. Harold Einstein, director; Michael Kanter, producer; Glynn Speeckaert, DP; Patrick Lumb, production designer. Editorial Arcade Edit Dave Anderson, editor; Paulo Miramontes, assistant editor; Crissy DeSimone, exec producer; Wendy Umanzor, producer; Megan Dahlman, head of production. VFX/Finishing House of Parliament Phil Crowe, VFX supervisor; Cynthia Lee, VFX supervisor & creative lead; Edgar Delatorre, Matthew Steidle, Rich de Carteret, Sam Hencher, creatives; Emma Hertz, Kat Maidment; Nora Brosnan, Rachel Greco, production. Color Company 3 Tim Masick, colorist; Ryan Moncrief, color producer; Stephen Winterhalter, Quinn Wright, color assistants. Animation Goldenchild Matthew Marquis, managing director; Pierre Nobile, exec producer; Fons Schiedon, creative director; Pete Pace, design; Ben Watts, Houdini FX artist; Justin Puda, VFX compositor; Stephen Pilon, Flame artist; Luis Silva, colorist. Audio M Squared Mark Pitchford, chief engineer; Hayley Kay, engineer; Sarah Benedict, producer. Casting Clockwork Casting Bobby Bolton, Kirkland Moody, casting directors.
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. 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 โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ 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."
โThe Clubโ 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.
