In this Super Bowl :60 titled “Bounty of Earth” for Avocados From Mexico–directed by David Shane of O Positive for agency GSD&M–we are thrust into an interplanetary museum where an alien tour guide leads a bunch of other aliens through an exhibit about Earth. The tour highlights the most unique Earthly possessions that would amaze beings far and wide. These possessions, found by the aliens themselves (and often misinterpreted), include a number of pop-culture treasure troves like the always in-season avocado.
The star treasure on exhibit from Earth is the kidnapped Scott Baio who is anxious to get home, which is where Avocados from Mexico’s #AvosInSpace social campaign comes in. At AvosInSpace.com, viewers can tweet to win prizes and upload their own exhibit to free Scott.
Credits
Client Avocados From Mexico Agency GSD&M, Austin, Texas Jay Russell, chief creative officer; Tom Hamling, Tim Eger, group creative directors; Leigh Browne, Barrett Michael, associate creative directors/copy; Jon Williamson, associate creative director/art director; Jack Epsteen, director of production; Andrew Teagle, chief strategist; Jennifer Billiot, strategy director; Alicia Ross, project manager. Production O Positive David Shane, director; Joe Zizzo, DP; Ralph Laucella, Marc Grill, exec producers; Ken Licata, line producer. Editorial Mackcut Gavin Cutler, editor; Pamela Petruski, assistant editor; Sasha Hirschfeld, producer. Sound Design Mackcut Sam Shaffer, sound designer. VFX/Post The Mill Melanie Wickham, exec producer; Rachael Trillo, producer; Antoine Douadi, shoot supervisor/2D lead artist; Casey Sincic, production coordinator; Andres Eguiguren, 3D lead artist; Jeff Butler, Keith Sullivan, 2D artists; Laurent Giaume, Tim Kim, Seon Crawford, Nick Couret-Chailloux, 3D artists; Emma Taylor, matte painting; Josh Bohoskey, colorist; Dee Allen, exec producer, color; Natalie Westerfield, color producer; Evan Bauer, color coordinator. Audio Post Sound Lounge Tom Jucarone, mixer.
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.
