In this spot titled “Turnpike”–the latest entry to GEICO’s “It’s Not Surprising” campaign–the Father of our Country, George Washington, and his Continental Army suffer from a mix-up in directions. Instead of their famed crossing of the Delaware, they instead are in a boat crossing the Delaware Turnpike, backing up traffic much to the chagrin of commuters.
This change in history is “surprising.” However, not surprising is GEICO being able to offer savings on auto insurance.
Steve Miller of RadicalMedia directed “Turnpike.”
Credits
Client GEICO Agency The Martin Agency, Richmond, Va. Steve Basset, SVP, group creative director; Sean Riley, SVP, creative director; Neel Williams, VP, creative director; Justin Harris, associate creative director; Ken Marcus, sr. copywriter; Brett Alexander, SVP, executive producer; Brian Fox, producer; Catherine Kennedy, jr. producer. Production RadicalMedia Steve Miller, director; Eric Schmidt, DP; Gregg Carlesimo, Frank Scherma, exec producers; Cathy Dunn, head of production; Barbara Benson, producer; Ted Liotopoulos, production supervisor; Brian Stevens, 1st AD. Editorial MackCut, NY Ian Mackenzie, editor. Postproduction The Mill New York
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.
