Director Geoffroy de Crecy of Wizz, Paris, directed this comedic mixed-media animation spot via Blacklist, New York (representing Wizz stateside), which stars HotSpot the dog (Optimum WiFi’s new mascot) and his technically challenged human owner, Ben. In this commercial, one of four in the campaign out of agency The Brooklyn Brothers, Ben and HotSpot are waiting for the train at a station. Ben then chats with HotSpot, trying to determine if his Kindle will work at the train station thanks to “hot pots,” “hot shots,” “top knots,” “hop scotch” and finally “tin pots.” The dog continually tries to correct his master with the proper term, “hot spots” from Optimum WiFi, which enable Ben to enjoy his Kindle on the go in some 35,000 hot spot zones in the Tri-State (New York, New Jersey, Connecticut) area.
Agency: The Brooklyn Brothers The Brooklyn Brothers, creative director, writer, art director, producer. Audio: audioEngine Carl Mandelbaum, mixer/sound effects
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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