Jamie Rafn of Smuggler directed this American Family Insurance spot for BBDO NY in which a brother fulfills his sister’s dreams by embarking on a road trip to visit places on her bucket list.
Titled “Road Trip,” the commercial continues American Family Insurance’s series of optimistic stories, following the 2016’s “Dad Insurance” and last year’s “Duet” featuring Jennifer Hudson.
Client American Family Insurance Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Susan Golkin executive creative director; Mike Folino, Luis Romero, creative directors; Dave Rolfe, head of integrated production; Becky Burkhard, exec producer; Danielle Amico, interactive producer; Rani Vaz, head of music production; John Melillo, music producer; Erin Breen, head of art production; Lizzy Lehn, associate art producer. Production Smuggler Jamie Rafn, director; Drew Santarsiero, Patrick Milling-Smith, Brian Carmody, exec producers; Ray Leakey, producer; Jody Lee Lipes, DP. Editorial Rock Paper Scissors Adam Pertofsky, editor; Eve Kornblum, exec producer; Lisa Barnable, producer; Marjorie Sacks, Anne-Laure Dhooghe, assistant editors. Post/VFX MPC Jess Kurnit, exec producer; Aiste Akelaityte, producer.
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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