Shelley Lewis of Suneeva directed this PSA out of DDB Canada which shows the happy occasion of a baby shower. An “It’s a Girl” banner is among the event’s decorations as we see various generations of women in celebration as gifts are opened and pleasantries exchanged. But the joy of the moment is shattered by the opening of one gift box…
Credits
Agency: DDB | Toronto Denise Rossetto, Todd Mackie, creative directors; David Ross, associate creative director/copywriter; Paul Wallace, associate creative director/art director; Caroline Clarke, Andrew Schulze, producers; Mara Schachter, planning. Production Company: Suneeva,Relish Shelley Lewis, director; Geoff Cornish, Michi Lepik-Stahl, exec producers; Samy Inayeh, DP; Amalie Bruun, line producer.,Sally Leggett, postproduction executive producer; Steve Manz, editor; Laura Dunn, assistant editor. Music: RMW Music Jeff Cohen, producer; Steven Mackinnon, audio house director; Kyle Gudmundson, engineer.
Screenwork Type:Best Work
Director Zack Seckler Shares Secret Password, Gets Us Into The Dollar Shave Club
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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