Via Reset in the U.S. and Academy Films in the U.K., the directorial duo Us–consisting of Christopher Barrett and Luke Taylor–turned out this spot for ad agency RPA using a camera technique called parallax whereby the camera and scenery are moved in such a way that the car appears to be moving when it actually is standing still. The :30 was shot by Oscar-winning cinematographer (Life of Pi) Claudio Miranda.
We first see Anderson’s Honda Accord in the showroom and before our eyes in is next in the driveway of a home, then on the road, passing a big rig truck before finally bringing the couple inside to a restaurant for a romantic dinner.
The sets were life-size pieces pushed in and off-camera by crews; some pieces were on rails, others free-standing like the truck set in the Accord spot, which came within a hair’s breadth of the car as it moved across the space.
Credits
Client Honda Agency RPA Joe Baratelli, executive VP, chief creative officer; Jason Sperling, sr. VP, executive creative director; Joao Medeiros, associate creative director, art; Alex Goulart, associate creative director, copy; Gary Paticoff, sr. VP, chief production officer; Isadora Chesler, VP, executive producer; Joshua Herbstman, producer; Angela Pascal, broadcast production coordinator. Production Reset US, directors (through Reset and London-based Academy Films); Dave Morrison, managing director; Jeff McDougall, exec producer; Caroline Pham, producer; Claudio Miranda, DP. Editorial Rock Paper Scissors Paul Kumpata, editor; Carol Lynn Weaver, exec producer. Post a52 Jesse Monsour, lead artist; Carol Collins, Heather Johann, producers; Jennifer Sofio Hall, exec producer. Music & Sound Barking Owl. Audio Lime Studios. Dave Wagg, 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.
