This spot shows us several boys making a shambles of a gas station convenience store, wreaking havoc on the icy slurpee-type machine, engaging in food fights and the like. All the while their unknowing mom is outside pumping gas into the car.
By contrast, another mom drives down the highway in her TDI Clean Diesel Volkswagen Passat with her boys as obedient passengers. A slogan then relates, “Stop less, go more,” meaning the chaotic pit stops at service stations can be reduced with a clean diesel-powered VW which doesn’t have to fuel up nearly as often as a gasoline-powered vehicle.
Hank Perlman of Hungry Man directed for Deutsch LA with post/visual effects from Arsenal FX.
Credits
Client Volkswagen of America Agency Deutsch LA Pete Favat, chief creative officer, North America; Todd Riddle, executive VP/executive creative director; Heath Pochucha, sr. VP/group creative director; Paul Oberlin, VP, creative director; Vic Palumbo, partner, director of integrated production; Erik Press, VP, executive integrated producer; Kaitlin Moore, integrated producer; Alex Saevitz, associate integrated producer; Dave Rocco, music director; Colin Drummond, chief strategic officer. Production Hungry Man Hank Perlman, director; Nancy Hacohen, executive producer; Dan Duffy, exec producer/head of sales; Caleb Dewart, line producer. Editorial Spot Welders Haines Hall, editor; Oliver Hecks, assistant editor; David Glean, managing partner; Victoria Guenier, executive producer, director of development; Carolina Sanborn, exec producer; Evan Hunningham, producer. Post Apache Steve Rodriguez, sr. colorist; LaRue Anderson, exec producer, managing director; Caitlin Forrest, producer. Post/VFX Arsenal FX Ashley Hydrick, exec producer; Pravina Sippy, sr. producer; Matt Motal, lead Flame artist; Jeff Aquino, Flame artist. Music Licensed/Composed Music Track: “Mammas Don’t Let Your Babies Grow Up to Be Cowboys” Performed by Waylon Jennings and Willie Nelson Composed by Ed Bruce and Patsy Bruce Courtesy of Sony Music Entertainment By arrangement with Sony ATV Music Publishing. Audio Post Lime Studios Mark Meyuhas, mixer; Matt Miller, assistant mixer; Susie Boyajan, exec producer.
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.
