Let the games begin–except there’s not much to watch as we hear two commentators provide play by play of two guys wearing Kmart’s Joe Boxer Pajamas and sitting on the couch. They are couch potatoes indeed, quite a departure from the busy and bustling norm which has so many folks wearing some sort of fitness tracker on their wrist.
FCB Chicago instead conceived a campaign saluting the lazy, the tired, the apathetic, the inactive by introducing an Inactivity Tracker. It tracks your lack of movement. It then rewards and motivates you to do what you really want to be doing: absolutely nothing. Inactivity is as important as activity. Start keeping track of what you’re not doing.
This hourlong play-by-play, tongue-in-cheek account of couch athletes was directed by Tim Mason via Optimus.
Credits
Client Kmart/Joe Boxer Pajamas Agency FCB Chicago Todd Tilford, chief creative officer; Dan Fietsam, executive creative director; Michael Shirley, sr. VP, creative director; Thiago Cruz, Bruno Guimaraes, Gustavo Dorietto, Gabriel Schmitt, creative team; Matthaeus Frost, Jordan Sparrow, designers; Matt Everts, copywriter; John Bleeden, sr. VP, executive producer; Julie Regimand, sr. VP, director of productino operations; Ben Murphy, VP, director of digital development; John Skibicki, tech lead; Clint Ruch, associate director of technology; Chris Bing, director of broadcast production; Chris Wickman, sr. producer. Production Optimus Tim Mason, director.
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.
