Teaming with creative agency partner OMC, consisting of DDB Chicago and Critical Mass, Skittles rolled out a campaign to playfully spotlight what is often dubbed โGen Zโs commitment paralysisโ by asking them to commit to their love for the brand in the most extreme ways possible.
Case in point is this spot titled โYouth,โ directed by Andreas Nilsson of Biscuit Filmworks. The film introduces us to a grandson who willingly gives up his youth to his grandma in exchange for her delicious fruity Skittles. Itโs a unique and twisted take on commitment that perfectly embodies the Skittles brand.
Colin Selikow, chief creative officer, DDB Chicago, said, โWeโre thrilled to create another iteration of our โVerb the Rainbow. Taste the Rainbowโ platform, bringing a new way to connect with Gen Z in the absurd fashion Skittles is famous for. Our latest film โYouthโ brings a classic Skittles vibe to a new generation of fans, giving them the most nonsensical way to commit to the brand.โ
Credits
Client Mars Wrigley, Skittles Agency OMC (DDB Chicago and Critical Mass) Jaime McGill, head of strategy; Kathryn Swiston, group strategy director; Colin Selikow, chief creative officer; Andrew Lavery, VP, executive creative director; Brian Culp, Katie Bero, group creative directors; Jeff Hodgson, Eli Ferrer, creative directors; Annie Larimer, head of production; Katie Shutt, sr. producer. Production Company Biscuit Filmworks Andreas Nilsson, director; Shawn Lacy, founding partner; Holly Vega, exec producer; Jeff McDougall, producer; Sean Moody, head of production; Peter Deming, DP; Francois Jordaan, production designer. Editorial Cut+Run Ben Campbell, editor; Conor OโSullivan, Lawrence Lakshmanan, assistant editors; Amburr Farls, managing partner/exec producer; Brady Fiero, head of production; Brian Mulvey, Ellie Ware, producers. Postproduction/VFX BaconX Jonas Drehn, VFX supervisor/on-set supervisor; Lorene Lescanne, exec producer; Rike Gjerlov Hansen, head of production; Morten Stahlhut, VFX producer; Hannibal Lang, colorist; Oliver Buus, lead compositor; Mikkel Hansen, Warwick Campbell, Dan Dirckinck-Holmfeld, Kai Hauswirth, compositors; Thomas Haas-Christensen, CG lead; Andriy Bilichenko, Victor Skarbye, Niels Trรคff, Rickard Didriksson, Marie Alsing, CG artists; Soren Knudsen, Oliver Wozny, conform; QL Beans, matchmove. Finishing Significant Others Justin Brukman, managing director; Alyssa St. Vincent, exec producer; Alexandra Leal, head of production; Dirk Greene, executive creative director; Phil Brooks, head of design; Nico Johnson, jr. VFX artist; Kogan Li, VFX assist; Caroline Goujard, sr. VFX producer; Kyla Amols, VFX producer; Hoa Vu, associate producer. Audio Omnicom Studios Justin Mayer, mixer/sound designer; Tom Syoen, studio producer.
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.
