Procter & Gamble’s Gillette Venus rolled out this piece to further de-stigmatize the care of pubic hair. From Grey NY, the spot debuts the song “It’s Time to Care (For Your Public Hair)” featuring female rapper Princess Nokia.
A worthy follow-up to last year’s “The Pube Song”–for which BANG Music won the AMP Award for Best Original Song in a commercial directed by Sacha Beeley of animation studio Strange Beast–this new animated film again teamed Grey NY and Beeley, with BANG as the music house.
“I love that Venus is using all means to get people comfortable with saying pubic,” said Princess Nokia, co-writer and featured artist. “As a songwriter and rapper, I connect with my fans by helping them show up as their truest selves.”
Credits
Client Procter & Gamble/Gillette Venus Agency Grey New York Javier Bonilla, global executive creative director; Rebecca Flinn, creative director, art; Bevan Mahaney, creative director, copy; Lauren Otis, associate creative director, copy; Sophia Moore, sr. art director; Claire Wyatt, sr. writer. Production Agency Townhouse James McPherson, chief production officer; Keira Rosenthal, VP, executive integrated producer; Jasmine Reyes, associate integrated producer; Kurt Steinke, director of music production; Beliansh Assefa, associate music producer. Production Company Strange Beast Sacha Beeley, director; Zoe Muslim, exec producer; Louise Simpson, Nefeli Petika, producers; Nelly Michenaud, Harriet Gillian, Matt Lloyd, Matt Partridge, Ana Garcia Sebastia, animators; Eloise Garlick, Zohar Dvir, Lydia Reid, Daisy Mojave Holland, Laura Jayne Hodkin, animation assistants; Linus Kraemer, compositor. Postproduction GPS Ned Martin, executive post producer; Devon Edwards, post producer; Andrea Podaski, head of edit assist; Brandon Cotter, assistant editor. Music & Audio Post BANG Brian Jones, composer; Alec Setten, exec producer; Karen Lloyd, lead singer. Music Princess Nokia, co-writer & featured artist.
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.
