This Heineken spot, titled “Lockdown Love Story,” reflects an era in which human beings found remote love and relationships during the COVID-19 pandemic, celebrating the power of human endurance. Now as we regain our freedom to physically get together, excitement and surprises are in store.
This work–directed by Show Yanagisawa for Publicis Italy–reflects that sense of surprise as a signature Heineken twist casts a new light on a budding Zoom romance.
The film has launched in Vietnam, before it will roll out in other relevant markets as lockdown restrictions will begin to ease.
Credits
Client Heineken Agency Publicis Italy/Le Pub Bruno Bertelli, global chief creative officer, worldwide; Cristiana Boccassini, Mihnea Gheorghiu, chief creative officers; Milos Obradovic, global executive creative director; Alessandro Cajdito, creative director; Christooher Penman, sr. copywriter; Daniele Tesi, art director; Nicolò Santovincenzo, copywriter; Daniel Vargas Gomez, James Moore, global strategy directors; Francesca Zazzera, head of TV; Tania Dal Pra, producer. Production Company Division Show Yanagisawa, director; Jules de Chateleux, exec producer; Aurelie Bruneau, producer. Production Company (Japan) TYO Inc. Hiroki Yaginuma, Takumi Fujiwara, Maki Osada, producers; Ryosuke Murooka, production manager; Gen Ito, DP; Yukiko Kuribayashi, production designer; Yasuhiro Takehisa, wardrobe stylist; Nao Yoshida, makeup; Tomoko Sato, hair; Junko Kaieda, Yusuke Morikawa, casting. Postproduction Prodigious Giulia Lamacchia, head of post; Alina Chaplygina, post producer; Fabrizio Squeo, offline editor; Samuele Schiavo, Franco Tonnarelli, Matteo Serafini, online editors; Alessandro Congiu, online editor, compositor; Adolfo Navire, compositor; Matteo Marzano, motion graphic designer. Color Grading Cutters Studios Tokyo Toshiki Kamei, color; Haruka Ariga, color assistant. Sound Studio Screenplay Srl Fianfranco Clerici, exec producer; Eleonora Lorenzo, producer. Music Sizzer Michael Bertoldini, music supervisor; Seppl Kretz, music producer. Music Licensing MassiveMusic. Original Song: “Be My Baby” by Ellie Greenwich, Jeff Barry and Phil Spector
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.
