Samuel Bayer of HSI directed this :60 launch spot for the 2015 Chrysler 300 “Drive Proud” campaign featuring Becky Hammon (NBA assistant coach, San Antonio Spurs), Alexis Ohanian (co-founder of Reddit), Phil Ivey (professional gambler/entrepreneur), Kwaku Alston (photographer) and Caroline Styne (restaurant owner), among others.
The opening anthem spot, “The Kings & Queens of America,” sets the tone for the campaign which celebrates American entrepreneurs, artists and innovators. Wieden+Kennedy, Portland, Ore., created the campaign, which is narrated by Peter Dinklage (Game of Thrones). Three additional television :30s will roll out later in the month.
Credits
Client Chrysler Agency Wieden+Kennedy, Portland, Ore. Aaron Allen, Kevin Jones, creative directors; Alex Romans, copywriter; John Dwight, art director; Endy Hedman, broadcast producer; Grace Petrenka, Amy Berriochoa, art producers; Cat Wilson, Sarah Biedak, strategic planning; Joe Staples, Mark Fitzloff, executive creative directors; Ben Grylewicz, head of production. Production HSI Samuel Bayer, director/DP; Roger Zorovich, exec producer; William Green, line producer. Editorial Joint Nicholas Davis, editor; Kristy Faris, assistant editor; Leslie Carthy, post producer; Patty Brebner, post exec preoducer. VFX Joint Katrina Salicrup, lead Flame artist; David Stern, Flame artist; David Jahns, Smoke artist; Alex Thiesen, VFX producer. Music Song: “Blood and Stone” Audio Post Joint, Noah Woodburn, mixer; Sarah Fink, 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.
