Mike Mills of The Directors Bureau directed this spot in which young twin daughters tell us about the bear in their lives. The bear is hard to be around, knocking over cereal boxes in the supermarket aisle, rocking the family car back and forth, coming onto the soccer field and disrupting the kids’ game. Agency is Carmichael Lynch, Minneapolis.
Credits
Agency: Carmichael Lynch Dave Damman, chief creative officer; Marty Senn, executive creative director; Brad Harrison, Doug Pedersen, art directors; Joe Grundhoefer, director of integrated production; Jon Mielke, producer. Production Company: The Directors Bureau Mike Mills, director; Kasper Tuxen, DP; Lisa Margulis, executive producer; Youree Henley, line producer. Editorial: Rock Paper Scissors Grant Surmi, editor; Joanna Hall, Marguerite Olivelle, producers.
Screenwork Type:Top Spot
Video Tags:The Directors Bureau
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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