This video is one of eight which is part of Gatorade’s “Sweat It To Get It” campaign from TBWAChiatDay Los Angeles. Videos were directed by Jody Hill of Caviar Content and shot at a convenience store with 15 hidden cameras. Hill is known for films and TV programs including Eastbound & Down, Observe And Report, and The Foot Fist Way.
“Couple” features a guy and gal who try to buy Gatorade at a convenience store but the clerk won’t sell it to them because they haven’t worked up a sweat. The clerk then calls in the store manager to explain the shop’s policy–the manager turns out to be Denver Broncos’ quarterback Peyton Manning, much to the amazement of the couple. Manning says that sweat is essential if folks want to buy Gatorade. You gotta sweat it to get it. You gotta burn some, to earn some. No exceptions.
The deadpan store clerk is played by Rob Belushi, nephew of the late John Belushi.
Brent Anderson, executive creative director at TBWAChiatDay, said of the campaign, “Gatorade was invented to replace what athletes sweat out. So the intent was to create something that might cause someone who reaches for a Gatorade to think, ‘Hold up…have I earned this?’”
Credits
Client Gatorade Agency TBWA\Chiat\Day, Los Angeles Stephen Butler, chief creative officer; Brent Anderson, executive creatie director; Jayanta Jenkins, global creative director; Dave Estrada, sr. art director; Nick Ciffone, sr. copywriter; Nick Cohen, copywriter; Jon Soto, art director; Brian O’Rourke, director of production; Tim Newfang, sr. producer; Peter Ravailhe, managing director; Marc Johns, branded entertainment manager; Erika Buder, sports marketing manager; Parker Adame, project manager; Ralph Lee, associate brand manager; Scott MacMaster, group planning director; Martin Ramos, planning director; Rebecca Harris, planner. Agency VML, Kansas City, MO. Josh Kell, group creative director; Kristin Gritt, sr. social strategist; Derek Anderson, creative director; Rob Kaszuba, art director; Bryan Mohr, sr. copywriter. Production Caviar Content Jody Hill, director; Luke Ricci, exec producer; Brian Quinlan, producer; Mark Snelgrove, production designer; Michael Svitak, DP; Michael Sagol, managing partner. Editorial HutchCo Technologies Jim Hutchins, editor; Joaquin Machadeo, assistant editor; Jane Hutchins, exec producer. Post The Mill LA Sue Troyan, sr. exec producer; Enca Kaul, exec producer; Kiana Bicoy, producer; Jillian Lynes, production coorindator; Robin McGloin, Scott Wilson, Patrick Munoz, Scott Johnson, 2D lead artists; Nick Sanders, colorist.
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.
