Steve Miller of @radical.media directed this spot in which NFL rookie quarterback Johnny Manziel, a.k.a. Johnny Football, is transformed by hunger into spandex-wearing aerobics instructor “Johnny Jamboogie.”
A Snickers bar returns Manziel to his Johnny Football persona. Agency is BBDO New York.
Client Mars/Snickers Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, New York; Gianfranco Arena, Peter Kain, executive creative directors; David Rolfe, director of integrated production; Amy Wertheimer, group executive producer; Alex Gianni, executive producer; Patrick Smith, producer; Melissa Chester, executive music producer. Production @radical.media Steve Miller director; Frank Scherma, Gregg Carlesimo, exec producers; Barbara Benson, producer; Ted Liotopoulos, production supervisor; Mandy Walker, DP; Tom Foden, production designer. Recording Studio/Audio Post Heard City Philip Loeb, audio engineer. Editorial Cutting Room Chuck Willis, editor; Melissa Lubin, exec producer; Anna Petitti, producer. VFX Light of Day Music “You’re My Love”
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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