To celebrate a new brand era and introduce its new global tagline (“Experience Amazing”), Lexus will feature the Lexus LC performance coupe and redesigned Lexus LS luxury sedan in a spot slated to run during the Super Bowl.
Titled “Man & Machine,” the commercial features dancer Lil Buck and the latest single from Sia, “Move Your Body.” The spot parallels the relationship between the shapes and movements of the human form and the power and athleticism of Lexus’ most premium models. Minnie Driver debuts as the new voice of Lexus.
“Man & Machine” was directed by Jonas Åkerlund of Serial Pictures for agency Team One.
Credits
Client Lexus Agency Team One Chris Graves, chief creative officer; Kathryn Nyquist, creative director; Ryan DiDonato, associate creative director; Leah Bohl, sr. producer. Production Serial Pictures Jonas Akerlund, director; B Akerlund, styling. Postproduction Chimney Pot Talent Lil’ Buck Music Song: Sia’s “Move Your Body”
Media Type:Commercial: Television
ScreenWork Categories:Commercial
Director Zack Seckler Shares Secret Password, Gets Us Into The Dollar Shave Club
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.
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