Uber, Mothers Against Drunk Driving (MADD) and Tool of North America teamed on a campaign that calls attention to the all-too-common excuses for drunk driving, replacing them in this spot with “Reasons To Ride” other forms of transit ranging from Uber to train or bus.
Tool’s Phillip Montgomery directed this public service message which contrasts scenes of people giving a reason for driving drunk with scenes of Uber, train and bus drivers echoing the same “excuses”–except they’re reasons for riding transportation provided by a sober driver.
Credits
Client Uber, Mothers Against Drunk Driving Agency In-house at Uber Paulie Dery, executive creative director; Rian O’Neill, creative director; Bryan Evans, art director; Meg Gallagher, copywriter; Tim Chi, Sam Heller, producers. Matt Dernlan, motion graphics; Will Gurney, Yussef Kuri, Nick Silver, strategy. Production Tool of North America Phillip Montgomery, director; Dustin Callif, managing partner; Nancy Hacohen, managing director; Brad Johns, exec producer; Sean Bagley, DP; Denise Rochietti, line producer. Editorial Beast Tim Brooks, 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.
