Foxes have humans slung over their shoulders in a new campaign for eos shave creme, a product so soft that even soft things think you’re soft.
The work, created in partnership with AOR Mischief @ No Fixed Address, launches with two spots–directed by Clay Weiner of Biscuit Filmworks–which showcase the weird and wonderful role reversal of people wearing animals for their softness.
In this “Fox” spot, we see our furry friend with a woman draped over him as a stylish–and most importantly very soft–garment.
Dana Buckhorn, associate creative director at Mischief, said, “Eos is known for making your skin super soft, which made us wonder how the world’s softest creatures might feel about that. One minute we’re saying, ‘this is probably too weird, but…’ and the next we’re building a human-sized fox complete with interchangeable eyeballs.”
The campaign, dubbed “Skin So Soft Even Soft Things Think You’re Soft,” will be running through the summer.
Credits
Client eos Soyoung Kang, chief marketing officer; Carley Caldas, VP brand marketing and media; Demi Ngai, creative director; Kirby Reynolds, sr. brand manger, content & social. Agency Mischief @ No Fixed Address Greg Hahn, co-founder and chief creative officer; Bianca Guimaraes, Kevin Mulroy, partners/executive creative directors; Dana Buckhorn, Tanner Thompson, associate creative directors; Kerry McKibbin, president & partner; Jeff McCrory, head of strategy; Brittany Dow, strategy director; Oliver McAteer, partner & head of development; Will Dempster, EVP production; Danielle Balanov, producer. Production Biscuit Filmworks Clay Weiner, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Krista Teague, producer; Sean Moody, head of production; Adam Marsden, DP; Zazu Myers, production designer; Georgia Groom, wardrobe stylist; Cristina Rubiales, hair & makeup artist. Production Service Company OPC Isil Gilderdale, Harland Weiss, Donovan M. Boden, exec producers. Editorial Mackcut Nick Divers, editor; Molly Dollinger, assistant editor; Kayla Robinson, assistant producer; Gina Pagano, producer. VFX Zero VFX Meg Bailey, exec VFX producer; Jack Swanson, VFX producer; Robby Geis, VFX supervisor; Steven Spady, jr. VFX supervisor; Mark L’Heureux, Flame artist; Julia Bellinger, compositing lead. Color Elliot Powell, colorist. Audio Wave Studios Isaac Matus, sound design/mix; Austin Ferreira, mix; Vicky Ferraro, exec producer; Eleni Giannopoulos, producer.
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.
