A LAIKA/house ensemble headed by director Mark Gustafson teamed with Smuggler director Ringan Ledwidge to show the iconic Planters Mr. Peanut character strut his athletic stuff for New York agency BEING. This is the second spot in an ongoing campaign featuring the newly designed Mr. Peanut
Credits
Production Company: Smuggler Ringan Ledwidge, director; Patrick Milling-Smith, Brian Carmody, partner/exec producers; Lisa Rich, exec producer/COO; Allison Kunzman, exec producer; Laura Thoel, exec producer/head of production; Sally Humphries, producer. Animation: LAIKA/house Mark Gustafson, director; Lourri Hammack, EP; Rebecca Bowen, Colin Thacher, producers; Kirk Kelley, creative director; Barry Bruce, animation director; Paul Harrod, art director; Fred Gardner, proudction designer; Colin Batty, Felicie Haymoz, character designers; Robin Ator, Chris Purdin, Aaron Sorensen, storyboard artists; Jenny Kincade, Lauren Bair, Don Flores, Jon David Buffam, Photoshop artists; Ktie Mello, fabrication dept. lead (character fabrication), Rob Melchior, art dept. lead (set/prop fabrication); Tony Merrithew, sculptor; Colleen Flanigan, Sarah Hall, Charissa Niles, armaturist; Yvonne Kowsun, lead character painter; Mary Blankenburg, Scott Foster, Sarah Hulin, Belle Iskowitz, Hazel Malone, MattMcKenna, Rebecca Stil
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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