On International Women’s Day (Friday, 3/8), Ford is rolling out a campaign, which includes this film, “Dear Car Girl,” directed by Jihye Ku for Wieden+Kennedy NY, produced by W+K’s editorial studio JOINT and starring inspiring women figures such as stunt driver Dee Bryant, Ford engineer Fernanda Media, racer, car builder and Bronco ambassador Gabby Downing, and drag racer and Mustang ambassador Lauren Stoney.
A love letter to women in the automotive arena, the film sends out the message loud and clear that Ford is supportive of–and committed to creating space for–female talent in the car industry.
Credits
Client Ford Motor Company Agency Wieden+Kennedy New York Marques Gartrell, Brandon Henderson, chief creative officers; Stuart Jennings, creative director; Madi Ko, art director; Funmi Adejobi, copywriter; Nick Setounski, head of production; Jessica Griffeth, executive producer; Rodrigo Nino, producer; Nicole Formisano, Jessie Wang, creative operations managers; Henry Jennings, design director; Mary Lamphier, designer; Alix Toothman, group strategy director; Alex Danks, strategy director; Lee Ford, Alex Marin, Sydney Hutnik, strategists. Production & Post JOINT Jihye Ku, director; Michelle Carman, exec producer; Imani Lindsey, line producer; Domo Jones, DP; Alexa Polanco, production design/art direction; Kari Lewis, Naheem Adio, post producers; Laura Bermudez, editor; Diana Tay, assistant editor; Natasha Jacobs, sound design/mix. Music Alibi Music Color La Voglia Studio Mary Perrino, colorist.
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.
