Welcome to a world where everything is gasoline-powered from the dentist’s drill to your office desktop computer, your hair dryer, even your alarm clock–all the while belching out air pollution. That’s the world created by The Mill LA and director Dante Ariola of MJZ for TBWAChiatDay, Los Angeles. The remedy: Nissan’s 100 percent electric LEAF automobile.
Credits
Agency: TBWAChiatDay, Los Angeles Rob Schwartz, chief creative officer; Jack Neary, chief creative officer (TBWA oronto); Chris Adams, Margaret Keene, group creative directors; Tito Melega, creative director; Alen Oke, Mark Mason (both creative directors at TBWA oronto); Glenn Sanders, Dylan Schwartz, Chris Lynch, Jeff Kemhadjian, associate creative directors; Jonathan Smith, associate creative director (TBWA
oronto); Bill Hornstein, Alex Haglund, Vlad Ivangorodsky, art directors; Rodger Eyre, art director (TBWA oronto); Dyklan Meagher, Marcin Markiewicz, Ron Schlessinger, copywriters; Richard O’Neill, executive director of integrated production; Elaine Hinton, executive producer; Carrie Schaer, Elizabeth Giersbrook, sr. producers; Esther Ruurda, Alex Meade, assistant producers. Production Company: MJZ Dante Ariola, director; Jeff Scruton, David Zander, exec producers; Natalie Hill, line producer; Matthew Libatique, ASC, DP; Christopher Glass, production designer. Editorial: MacKenzie Cu
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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