This OREO TV ad titled “The Fair” broke ahead of Tuesday’s U.S. elections. The animated modern-day fable portrays two “rival” characters, an elephant and donkey, who initially disagree and are fighting against each other–even though they have the same goal. Eventually the pair realizes they can only achieve their goal by working together, and then they are able to collaborate to make a meaningful impact.
“Most Americans are unified in their belief we need to come together as a nation and find ways to respect one another more, regardless of our personal beliefs or differences. As a brand, we believe a message of coming together and restoring civility is needed now more than ever,” said Justin Parnell, sr. director, OREO Brand. “OREO has always used its voice as a platform to spread positive messages, and encourage togetherness among people, and we are excited to share this creative with our fans and followers.”
Oreo parent Mondelēz International and The Martin Agency teamed up with visual effects studio Framestore to bring the animated atmosphere to life. Normally, a production of this size and complexity takes between 10-12 weeks. Framestore pulled off the effort in a record six-week sprint. Murray Butler and Andy Rowan-Robinson served as directors via Framestore Pictures.
Credits
Client Mondelez International/OREO US Agency The Martin Agency Kristen Cavallo, CEO; Danny Robinson, chief creative officer; Jordi Martinez, SVP, global group creative director; Rushil Nadkarni, art director; Jacob Pankey, copywriter; Brett Alexander, SVP, executive content producer; Maggie Weishaar, content producer; Jaclyn Ruelle, SVP/managing director, cultural impact & brand communications. Production Framestore Pictures Murray Butler, Andy Rowan-Robinson, directors; Jennifer Siegel, managing director; Anne Vega, head of production; Jon Chema, DP; Olivia McLean, production coordinator. Postproduction Framestore Charles Howell, managing director; Dez Macleod-Veilleux, sr. exec producer; Matt Pascuzzi, VFX supervisor; Vince Baertson, global head of CG; Jon Burke, lead animator; Natty Cabral, production assistant. Editorial Framestore Andy Green, editor. Color Framestore Steffan Perry, colorist. VFX Framestore JD Yepes, Paul Krist, Rob Garcia, Gabriella Salmeron, Linda Dussine, Ben Walant, Nico Cappuccio, Anna White, Brianna Reynolds, Eugen Bekafigo, Jessica Soderstorm, John Volny. Jon Parker, Joseph Taylor, Matt Pascuzzi, Minji Sohn, Rob Dollase, Sebastian Romero, Sylvia Apostol, Raul Ortego. Sound Design/Mix Rainmaker Studios Jeff McManus, sound designer. Music Supervision Good Ear Music Supervision; Track: “Me and You” by Jamie Lidell
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.
