While you can’t control your neighbor (or her cats), Rocket Mortgage puts you in control of your home loan options. Station Film’s Brendan Gibbons directs “Cats,” via Rock Central, conveying that there is such a thing as “too much” even for ardent cat lovers. It’s the latest directed by Gibbons in the ongoing “Rocket Can” campaign. Others he’s directed include “DIY Landlord,” “Puppy” and “Holes.”
“I love working with the folks at Rocket,” Gibbons said. “We always start with great ideas. Their team enjoys collaborating and we never stop writing. That drives the energy on set and keeps things fun. ‘Cats’ in particular was a blast, especially since we cast two of the best improvisers in the business to play the husband and wife. The cats were a bit less reliable, but after a good motivational talk, they pulled it together.”
Credits
Client Rocket Mortgage Agency Rock Central (in-house agency) Casey Hurbis, chief marketing officer; Michael Martin, VP, brand marketing; Michael Corbeille, executive creative director; Meghan England, sr. campaign manager; Julie Etheridge, sr. producer; Sean Pavleshyn, associate creative director, art; Heath Stauffer, associate creative director, copywriter; Rich Chapman, sr. designer. Production Station Film Brendan Gibbons, director; Caroline Gibney, Stephen Orent, exec producers; Doug Chamberlain, DP; Aaron Rosenbloom, line producer. Editorial Hudson Edit Rich Smith, editor.
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.
