The average family spends over 250 hours on screens during the holidays. So HP is helping families get real in its latest spot from Goodby Silverstein & Partners (GS&P). Directed by Michel Gondry via production house Partizan, the film rewrites the classic carol “The 12 Days of Christmas,” showing a young girl watching a surreal screen-obsessed world of “teens-a-texting” and “lads-a-liking.” But with a little help from a printer, the world is transformed into 12 days of real time, with “sisters spinning” (paper dreidels), “fellas flying” (paper airplanes) and something called “oreejami.”
“When we go to plays, movies and doctors’ offices, we’re asked to shut off our phones. What if we shut off our devices for a while over the holidays and spend some quality time with our families?” said Rich Silverstein, co-founder and co-chairman of GS&P. “The last thing you want to do is tune out during the holidays. It’s time to spend real quality time with the family.”
Beyond the film which is titled "Print the Holidays" Gte Real," HP also partnered with artists and influencers to develop over 250 hours of printable activities–from exclusive comic books to original coloring pages, holiday bingo, Star Wars and Frozen content from Disney, recipes from AllRecipes.com, and even a paper airplane designed by Gondry himself. The “Print the Holidays” content makes it easier for families to balance screen time and real time.
Credits
Client HP Agency Goodby Silverstein & Partners Rich Silverstein, creative co-chairman and co-founder; Will Elliot, creative director; Daniel Righi, Kurt Mills, associate creative directors; Sydney Lindsey, copywriter; Jelena Kolomejac, art director; Ryan Self, design director; Pedro Zuccolini, Nero Chen, designers; Leila Gage, director of broadcast production; Stephanie DeNatale, executive producer; Rachel Saxon, broadcast producer. Bonnie Wan, head of brand strategy; Marisa Perazelli, sr. brand strategist; Briana Patrick, brand strategist. Production Partizan Michel Gondry, director; Raffi Adlan, producer; Lisa Tauscher, managing director/exec producer; Kelly Martin, head of production; Shawn Kim, DP; Maxwell Orgell, production designer; Florence Fontaine, stylist. Production Services Company Division Productions. Editorial Exile Kirk Baxter, editor; Rex Lowry, assistant editor; CL Weaver, exec producer; Michael Miller, post producer. Color/Graphics/VFX/Finishing The Mill LA Glynn Tebbutt, creative director/VFX supervisor; Jason Mortimer, CG lead & CG FX artist; Lenz Kol, Daniel Thuresson, Nicholas Tayler, Roman Yavorsky, Dylan Strieff, Scott Johnson, compositors; Matthew Choy, CG artist; Jacob Bergman, animation supervisor; Andy Wheater, matte painter; Sasha Vinogradova, Maxim Goudin, graphic design/art directors; Adam Scott, sr. colorist; Blake Rice, Jessica Amburgey, color production; Erin Hicke, sr. VFX producer; Dan Roberts, exec producer; Jena Bodel, production coordinator. (Toolbox: Flame, Nuke, Houdini, Maya, Arnold, C4D, After Effects) Music/Sound Squeak E. Clean Studios, Los Angeles & Sydney Sam Spiegel, executive creative director; Lydia Davies, Lucas Cantor, arrangers & composers; Karla Henwood, executive creative producer (Sydney); Christina Carlo, executive producer (L.A.); Drew Fischer, sound designer & mixer; Lena Gabriel, choir director; Chelsea Ramsden, licensing manager; Blade Thornton, producer; Colby Smalzel, production coordinator. Audio Post Squeak E. Clean Studios, Los Angeles & Sydney Drew Fischer, 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.
