CP+B Miami just launched the first TV commercial for home security device Canary. Titled “While You Were Out,” the spot explores the irrational places our minds go when we’re away from home. Will someone break in? Is the pet okay? Is the babysitter paying attention? Canary keeps us connected so that we know what’s going on at the home front at all times.
Produced by Gifted Youth, the spot was directed by Peter Atencio who won an Emmy for Key & Peele and directed the feature film Keanu this year.
Credits
Client Canary Connect Agency CP+B Miami Jay Gelardi, executive creative director; Graham McCann, creative director; Andrea Novo, designer; Ethel Jones, project manager; Kate Hildebrandt, VP/director of video production; Sam Alonso, director, strategy; Katie Perez, content supervisor. Production Gifted Youth, Los Angeles Peter Atencio, director; Dal Wolf, managing partner/EP; Anthony Ficalora, EP of production; Michele Robb, producer; Jas Shelton, DP. Editorial Arcade Edit, Santa Monica, Calif. Sean Lagrange, editor; Crissy DeSimone, exec producer; Alexa Atkin, producer. Music Beacon Street Studios, Venice, Calif. John Nau, Andrew Feltenstein, composers; Leslie DiLullo, exec producer. Sound Design/Audio Post Lime Studios, Santa Monica Rohan Young, sound designer; Mark Meyuhas, mixer; Susie Boyajan, exec producer, mix and sound design. Postproduction Company 3, Santa Monica Stefan Sonnenfeld, colorist; Rhubie Jovanov, exec producer. VFX Method Studios, Santa Monica Michael Kennedy, VFX supervisor; Robert Owens, sr. exec producer; Cara Lehr, producer; Kelly Bumbarger, lead compositor.
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.
