Jaci Judelson of Tool directed this emotionally moving film kicking off Gatorade’s #SistersInSweat campaign from TBWAChiatDay. Starring Serena Williams holding her recently born baby girl (actually a double for her baby), the piece shows the tennis superstar imparting an important message to her child: “I won’t mind if you play tennis badly. I won’t mind if you never choose to pick up a racket,” she says. “But I beg you in this game of life please keep playing.”
The film points out the importance of sports in a person’s development, teaching teamwork, self-sacrifice, instilling a strong work ethic. The campaign also highlights other successful women, such as CEO and designer Tory Burch, actress Allison Williams, YouTube executive Susan Wojcicki and Teen Vogue editor-in-chief Elaine Welteroth, all who have participated in various sports teams in their youth.
Credits
Client Gatorade Agency TBWAChiatDay Mark Peters, Kirsten Rutherford, creative directors; Stephanie Johnson, art director; Paula Henzel, copywriter; Ian Mitchell, producer. Production Tool of North America Jaci Judelson, director; Brad Johns, exec producer; Oliver Fuselier, Dustin Callif, managing partners/exec producers. Editorial Whitehouse/Carbon Chris Murphy, editor; Jennifer Mersis, editorial producer. Music “Girl On Fire” by Alicia Keys Pivot Audio, West Hollywood, Calif. Neil Devlin, Jonas Holst, executive producers; Guy Amitai, music producer; Roma Otto, arrangement; Lawrence Horne, sound designer; Dana Winter, vocals.
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.
