OneMain Financial, a $4 billion personal lending company that’s been in business for more than 100 years, has launched its first ever brand campaign, conceived by a creative ensemble at FCB, New York.]
Part of the “Lending Done Human” campaign are spots which include this ad titled “Laura Dunn” who’s super because she’s so human as a loan specialist..
With more than 10,000 team leaders at over 1,600 locations throughout 44 states, OneMain team leaders help customers resolve their financial needs face-to-face. This is rare in 2018, and even rarer in this predominately online industry.
Spencer Riviera of O Positive Films directed the spots in this just launched campaign.
Credits
Client OneMain Financial Agency FCB, NY Ari Halper, chief creative officer; Gary Resch, executive creative director; Gabriel Schmitt, group creative director; Luciano Cardoso, creative director; Berto Santana, associate creative director; Andy Wilcox, head of production; Gillian Burkley, sr. producer; Raig Adolfo, group strategy planning director, SVP. Production O Positive Films Spencer Riviera, director; Ralph Laucella, exec producer; Devon Clark, line producer. Editorial Mackenzie Cutler Ryan Steele, editor; Devon Flint, assistant editor; Gina Solon, Sasha Hirschfeld, exec producers; Margarita Mutuc, producer. Color Company 3 Tim Masick, colorist Conform Schmidgital Music JSM Joel Simon, producer. Audio Post Heard City Phil Loeb, Evan Mangiamele, sound engineers.
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.
