HBO comedies are known for having some of the most memorable, comical and colorful lines of dialogue. Fans love them, but imagine what it’s like to hear those lines coming from the mouth of your beloved child every week. In this Mother’s Day promo spot, HBO gives the mothers of several HBO stars their moment, letting them read some uncomfortable lines they’ve listened to their kids say over the years and capturing their awkward reactions. The piece ends with the punchline, “There’s only one line your mom wants to hear today” followed by the stars themselves wishing their mother’s Happy Mother’s Day.
The spot starts running on Friday (5/12) on HBO, YouTube and HBO Social Channels.
Mothers featured in the video include: Divorce star Sarah Jessica Parker’s mom, Barbara; Crashing star Pete Holmes’s mom, Irena; Vice Principals star Danny McBride’s mom, Kathy; Insecure star Issa Rae’s mom, Delyna; Ballers star Rob Corddry’s mom, Robin; and Veep star Tony Hale’s mom, Rita.
Client HBO Chris Spadaccini: executive VP, Consumer Marketing; Jason Mulderig, VP, Brand & Product Marketing; Dana Lichtenstein, director, Brand & Product Marketing Agency Mekanism Jason Harris, president & CEO; David Horowitz, creative director; Alex Riezebeek, Bryan Davis, sr. copywriters; Kati Haberstock, head of production; Alex Zubak, jr. producer; Melissa Hill, director of brand management; Cassie Jackson, brand director; Emily Jaslove, brand manager. Editorial Cutting Room Chuck Willis, editor; Megan Katuran, assistant editor; Anna Petitti, exec producer. Telecine 12 Lez Rudge, colorist. Audio Mix Sound Lounge Tom Jucarone, engineer; Mike Gullo, exec producer; Liana Rosenberg, producer. Finishing Light of Day
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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