Toronto agency Zulu Alpha Kilo takes on sore throats in a whole new creative way for the pharma category.
In this spot directed by The Perlorian Brothers, a lottery host struggles to manage her sore throat while attempting to read the final winning jackpot number. All the while hopeful lotto players hold their collective breath and wait as she begins gargling with BETADINE solution to ward off the onset of a cold or flu.
Toronto company Soft Citizen produced the Perlorians’ unconventional product category ad. (The Perlorian Brothers are handled by MJZ in the U.S.)
Credits
Client Purdue Pharma/BETADINE Agency Zulu Alpha Kilo Zak Mroueh, chief creative officer; Patrick Scissons, executive creative director; Kevin Sato, Gail Pak, art directors; Vinay Parmar, Irfan Khan, writers; Jac Benoit, producer; Heather Segal, Michael Szego, strategic planners. Production Soft Citizen The Perlorian Brothers, directors; Marrie Wasson, producer; Kris Belchevski, DP. Casting Jigsaw Casting Shasta Lutz, casting director. Postproduction Zulubot Max Lawlor, editor; Darren Achim, compositor/online; Ed Deng, animation; Wade Odlum, colorist. Audio Pirate Toronto Tom Eymundson, audio director; Joanne Uyeyama, producer.
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.
