The upcoming Super Bowl will feature a :30 commercial for NO MORE (nomore.org), the public service and engagement campaign focused on domestic violence and sexual assault, running in the first quarter. Viewers will be directed to NO MORE’s website and asked to take a pledge to say NO MORE.
The commercial, created by Grey New York and directed by Nadav Kandar of Chelsea Pictures, was inspired by a real domestic violence call–one in which the 9/11 operator has to read between the lines.
The NFL donated its airtime for the spot and its production costs.
Credits
Client NO MORE Agency Grey New York Tor Myhren, worldwide chief creative officer; Lisa Topol, Derek Barnes, executive creative directors; Stephen Nathans, Lance Parrish, creative directors; Michelle Moscone, associate director of project management; Zachary Pollakoff, VP, sr. music producer. Production Chelsea Nadav Kandar, director; Adam Beckman, DP; Allison Amon, Lisa Mehling, exec producers/partners; Carla Tate, line producer; Ginger Tougas, production designer. Editorial Rock Paper Scissors, New York Stewart Reeves, editor; Alex Liu, sr. assistant editor; Eve Kornblum, exec producer; Jenny Greenfield, producer. Sound Design/SFX/Mix Heard City, New York Keith Reynaud, mixer/partner. VFX The Mill NY Fergus McCall, sr. 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.
