Purina created a community, Find Your Old Friend, to help individuals find their horses from the past. So far, the initiative has celebrated over 50 reunions between people and their beloved horses.
This film celebrates Richard, who has fourth stage cancer, reuniting with his horse Dusty after 15 years.
The Martin Agency helped launch the Find Your Old Friend initiative back in May 2018 with a film April & Dixie that told the story of a girl and a horse born days of each other, growing into best friends and eventually separating. It reminded people that an equine friend from their past may be out there still and people in our group are willing to help find them.
Richard & Dusty is the latest film in that Purina initiative.
Credits
Client Purina Mills Agency The Martin Agency Karen Costello, chief creative officer; Jerry Hoak, EVP, executive creative director; Steve Sage, VP, creative director; Alex Herwig, sr. art director; Brandon Willingham, sr. copywriter; Kim Zaninovich, VP, executive producer; Coleman Sweeney, content producer. Production SpotMPG Alvaro Aro, DP; Marianne Griesedieck, producer; Aleta Harris, exec producer. Editorial Running With Scissors Jim Vaile, editor; Cheryl Lage, producer; Brian Creech, head of production. Color MadBox Post Matt West, colorist; Macy West, exec producer. Music APM Audio Post Rainmaker Bob Arno, audio engineer.
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.
