Chris Woods of Recommended Media directed this :60 online video centered on a race–between a precision driver putting the VW Golf R through its paces and Anthony Brooks, billed as being one of the world’s fastest Rubik’s Cube puzzle solvers. This “Fast vs. Fast” battle hinges on whether the VW Golf R can complete one lap of a precision driving course before Brooks solves the Rubik’s Cube with one hand. Agency is Deutsch LA.
Credits
Agency: DeutschLA, Inc. Mark Hunter, chief creative officer; Jerome Austria, digital group creative director; Matt Ian, group creative director; Scott Clark, digital associate creative director; Donna Ko, jr. copywriter; Kate O�Connor, jr. art director; Vic Palumbo, director of integrated production; Victoria Guenier, director of broadcast production; Kacey Hart, producer. Editorial: Union Editorial Paul Plew, editor; Eric Brodeur, assistant editor; Michael Raimondi, exec producer; Joe Ross, sr. producer. Sound Design: Elias Arts Jay Nierenberg, sound designer. Audio: 740 Sound Design Andrew Tracy, mixer.
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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