Back in November, Foot Locker, through its creative agency BBDO New York, released a commercial featuring boxer Manny Pacquiao. The spot called “It’s Happening,” suggested that Pacquiao and fellow champion Floyd Mayweather had finally agreed to meet in the ring after years of anticipation. Well, the eagerly anticipated bout wasn’t actually happening, at least not yet.
Since then, the stars have aligned and now the fight is set to come to pass. So Foot Locker has released a follow up spot focused on Pacquiao’s reaction to this new development. Still the on-again, off-again circumstances surrounding the fight over the years–along with now a pair of Foot Locker commercials–can be quite confusing as evidenced by Pacquiao’s rollercoaster of emotions.
Kenny Herzog of O Positive Films directed this new spot which is titled “It’s Really Happening.”
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Chris Beresford-Hill, Dan Lucey, executive creative directors; Mike Motch, copywriter; Austin Mankey, art director; David Rolfe, director of integrated production; Anthony Curti, executive producer. Production O Positive Films Kenny Herzog, director; Ralph Laucella, Marc Grill, exec producers; Grayson Bithell, line producer; Marc Laliberte, DP. Editorial Mackenzie Cutler Erik Laroi, editor; Sasha Hirshfeld, exec producer; Patrick Blumer, assistant editor. Audio Mackenzie Cutler Sam Shaffer, sound mixer. Post Smigital Jim Hayhow, Flame; Joseph Miller, assistant Flame. Post Company 3 Tim Masick, colorist.
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.
