Erich Joiner from Tool of North America directed this short which realizes the six-word description from contestant Mathew Foster as to what his dream test drive would be in the MINI 2012 John Cooper Works Coupe. This wild ride features a stewardess, salt flats, sushi, paratroopers and a rock band. Agency is Butler, Shine, Stern & Partners.
Credits
Agency: Butler, Shine, Stern & Partners John Butler, Mike Shine, executive creative directors; Steve Mapp, Lyle Yetman, Erik Enberg, creative directors; Christian Laniosz, art director; Stacy McClain, broadcast producer; Adrienne Cummins, director of broadcast production. Production Company: Tool of North America Erich Joiner, director; Mark Plummer, DP; Joby Ochsner, producer; Brian Latt, managing director; Oliver Fuselier, executive producer. Editorial: Cleaver Pete Koob, editor; Ivy Calhoun, associate editor; Richard Quan, executive producer. Postproduction: Spypost Chris Martin, telecine; Lori Joseph, executive producer. Visual Effects: The Mission Michael Pardee, executive producer; Rob Trent, creative director; Joey Brattesani, lead compositor; Ryan Meredith, producer. Sound Design: Squeak E. Clean,Cleaver Jack Catlin, sound designer.,Pete Koob, sound designer. Audio: One Union Recording Studios Eben Carr, mixer; Lauren Mask, executive producer
Screenwork Type:Top Spot
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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