A family discovers that manatees at the aquarium happen to share a peculiar fashion sense–they’re all wearing novelty t-shirts. While that may be surprising, saving money with GEICO insurance is hardly a surprise.
Steve Miller of RadicalMedia directed “Manatee Shirts”–the latest iteration of GEICO’s “It’s Not Surprising” campaign–for The Martin Agency
By the way, the manatees in this spot were all CGI created by The Mill NY.
Client GEICO Agency The Martin Agency, Richmond, Va. Steve Bassett, SVP, group creative director; Sean Riley, SVP, creative director; Ken Marcus, sr. copywriter; Brett Alexander, SVP, executive producer; Brian Fox, producer; Catherine Kennedy, jr. producer. Production RadicalMedia Steve Miller, director; Gregg Carlesimo, Frank Scherma, exec producers; Cathy Dunn, head of production. Postproduction Mackcut and The Mill NY
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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