Matt Aselton of Arts & Sciences directed this 90-second spot in which teammates, opponents, athletes from other sports and various celebs tip their cap to New York Yankees shortstop Derek Jeter.
Even Boston Red Sox fans, New York Mets players and their team mascot pay homage to Jeter who’s retiring at the end of this MLB season.
Agency is Wieden+Kennedy, New York.
Client Jordan Brand Agency Wieden+Kennedy, New York David Kolbusz, Susan Hoffman Mark Fitzloff, executive creative directors; Gary Van Dzura, Jim Lasser, creative directors; Eric Helin, copywriter, Erwin Federizo, art director; Nick Setounski, head of content production; Jesse Brihn, sr. producer; Kristen Johnson, assistant producer. Production Arts & Sciences Matt Aselton, director; Robert Richardson, DP; Mal Ward, Marc Marrie, exec producers; Zoe Odlum, line producer. Editorial Rock Paper Scissors Biff Butler, editor; Melanie Gagliano, post producer; Eve Kornblum, post exec producer. Post Company 3 Tom Poole, colorist. VFX The Mill Richard Lyons, VFX lead Flame; Antoine Douadi, VFX supervisor; Verity Grantham, VFX exec producer; Jeremy Moore, producer. Audio Heard City Philip Loeb, mixer; Sasha Awan, producer. Sound Design Brian Emrich, sound designer. Music Andrew Huckvale, composer.
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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