We’re taken to a business headquartered in a suburban home where a worker is rewarded for doing a stellar job with the proverbial perk of a “corner office.” The only problem is that the corner office in a residence isn’t quite the power space it is in a highrise.
Titled “Corner Office,” this spot for FedEx Ground was directed by Randy Krallman of Smuggler for BBDO New York. It’s one of three spots in a package which features fictional micro-businesses and how FedEx Ground helps them.
Client FedEx Ground Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Gianfranco Arena, Peter Kain, executive creative directors; Tom Kraemer, sr. creative director/writer; Peter Alsante, creative director/copywriter; Dan Kenneally, creative director/art director; David Rolfe, director of integrated production; Amy Wertheimer, group executive producer. Production Smuggler Randy Krallman, director; Matthew Woolf, DP; Ian Blain, producer. Editorial MackCut Ian Mackenzie, editor; Zach Patten, assistant editor; Gina Pagano, exec producer. Post/VFX The Mill Color Company 3 Tim Masick, colorist Audio Post Sound Lounge Tom Jucarone, mixer
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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