The Russo Brothers via production company Bullitt directed this “Crew Ready” spot out of ad agency Rokkan launching Cadillac’s 3-row XT6 SUV.
This ad shows varied crews, cut from all kinds of cloth, strutting their stuff–each being able to fit into the SUV’s spacious 3-row interior. In essence, the Cadillac SUV is positioned as the vehicle of choice for every squad, family or posse.
Client Cadillac Agency Rokkan New York Brian Carley, Bob Winter, chief creative officers; Alex Lea, executive creative director; Bill Carlson, VP/group creative director; Austin Muncy, Rob Rooney, creative directors; Bruce Andreini, head of production; Jenny Lee, executive producer; Nicolas Chidiac, chief strategy officer; Steve Lampert, group strategy director; Spice Walker, strategist; Emma Pindel, associate strategist. Production Bullitt The Russo Brothers, directors; Ari Costa, 2nd unit director; Luke Ricci, exec producer; Jenni Sprunger, exec producer/head of production; Allison Amon, EVP, sales & development; Jeremy Barrett, producer; Trent Opalach, DP. Editorial Final Cut Crispin Struthers, James Rosen, editors; Geoff Hastings, social media asset editor; Mike Radforth, Cutler Gray, assistant editors; Sarah Roebuck, exec producer; Penny Ensley, head of production. VFX MPC Camila De Biaggi, exec producer; Aiste Akelaityte, producer; Stephen Dierks, production coordinator; Rob Walker, VFX supervisor and 2D lead; Bilali Mack, Tamir Sapir, 2D leads; Giulia Bartra, Esther Song, David Anger, Renato Carone, Lawrence Merrill, John Shafto, Julien Aucouturier, Thiago Porto, David Piombino, Hector Cabrera, Luis Artigas, Kataleah Cowham, 2D team. Color The Mill Mike Rossiter, colorist; Evan Bauer, producer. Audio Heard City Phil Loeb, sound design and mix; Sasha Awn, exec producer; Andi Lewis, 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.
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