Sweetshop director Dylan Pharazyn is behind this “Simple is Good” brand spot for high-fiber, low sugar breakfast cereal Weet-Bix. Kids are seen at play, enjoying simple pleasures in the great outdoors–paralleled to the simple, good nutrition provided by Weet-Bix.
This marks DDB New Zealand’s first piece of work for the Weet-Bix brand.
Pharazyn said, ”I love that a child’s fun is at the heart of the idea–the simple stuff of kid’s being kids and roaming about and exploring the world. It’s the truth of that kind of free play that I wanted to capture.”
Credits
Client Sanitarium/Weet-Bix Jane Grayson, sr. brand manager. Agency DDB New Zealand Damon Stapleton, chief creative officer; Rory McKechnie, Brad Collett, creative directors; Judy Thompson, executive producer; Amanda Kabel, producer. Production Sweetshop Dylan Pharazyn, director; Ben Dailey, exec producer; Fiona King, managing director; Marty Williams, Andrew Stroud, DPs. Postproduction Sweetshop Stu Bedford, online; David Gibson. colorist; James Ashbolt, editor. Music Maxwell Audio Maxwell Scott, composer. Audio Liquid Studios James Dean, sound engineer.
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.
