Martin Granger of Moxie Pictures directed this slice of life in which a woman is about to take her kids to a fast food restaurant. Upon opening her front door to leave the house, she encounters a blacksmith from yesteryear on her front stoop. He’s holding a disconnected fast food restaurant squawk box in his hand. He then offers another option in the form of an iron skillet containing a box of Velveeta Cheesy Skillets. Agency is Wieden+Kennedy, Portland, Ore.
Credits
Agency: Wieden+Kennedy | Portland Karl Lieberman, Danielle Flagg, creative directors; Laddie Peterson, copywriter; James Moslander, art director; Matt Hunnicutt, Jennie Lindstom, sr. agency producers; Mark Fitzloff, Susan Hoffman, executive creative directors; Ben Grylewicz, executive producer. Production Company: Moxie Pictures Martin Granger, director; Heidi Soltesz, line producer; Karol Marrs, exec producer; Dion Beebe, DP. Editorial: Joint Editorial, Portland, Ore Tommy Harden, editor; Steve Sprinkel, assistant editor; Ryan Shanholtzer, editorial producer; Patty Brebner, exec producer. Visual Effects: A52 Jesse Monsour, VFX supervisor/VFX artist; Meredith Tomasulo, VFX producer; Jennifer Sofio Hall, exec producer; Steve Wolf, VFX artist. Audio: Lime Studios Loren Silber, mixer; Jessica Locke, 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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