Droga5 continues its “Fueled by Everything” series campaign, the latest installment finding the Mirai, Toyota’s first hydrogen fuel cell vehicle, being fueled by lemonade.
Hosted by comedian and actress Nikki Glaser, the film is a tongue-in-cheek exposé on the crisis facing the lemonade stand industry in the dog days of summer, in which Glaser visits a neighborhood to interview some struggling young entrepreneurs about their business problems. Glaser educates the kids on the potential of using excess resources (just like their leftover lemonade) to create hydrogen fuel before opening up negotiations with them to buy their surplus stock. The film was directed by filmmaker JJ Adler via production house Tool.
Fueled by Everything is an online series of docu-style films, each one introducing hydrogen to a wider mainstream audience. Inspired by the fact that hydrogen is everywhere, the series follows Toyota as they search for unexpected sources of hydrogen, each bringing its own unique story, and all used in experiments to fuel a Toyota Mirai fuel cell vehicle. Each episode has the goal of educating viewers about the power of hydrogen, its potential and the processes that are in place for its production today. The first Toyota Mirai is scheduled to hit the road later this year.
Credits
Client Toyota Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Neil Heymann, executive creative director; Nathan Lennon, David Gibson, creative directors; Sarah Lloyd, copywriter; Mary Dauterman, art director; Devin Croda, associate design director; Jonny Bauer, global chief strategy officer; David Gonzales, group strategy director; Emily Mulvey, strategist; Colleen Leddy, head of communications strategy; Parks Middleton, communications strategist; Tom Hyde, social director; Sally-Ann Dale, chief creation officer; Ben Davies, head of broadcast production; Ryan Shanholtzer, broadcast producer; Niklas Lindstrom, head of interactive production; Joachim Do, sr. technology lead; Jenn Mann, executive interactive producer; Morgan Mendel, associate interactive producer; Jim Alexander, development lead; Kat Ayer, sr. developer; Cliff Lewis, head of art production; Bethany Lyons, digital asset producer; Bianca Escobar, sr. art producer. Production Tool J.J. Adler, director; Oliver Fuselier, managing director; Lori Stonebraker, exec producer; Amy DeLossa, head of production; Andrew Graham, producer; Tim Hudson, DP; Mike Bayer, art director. Editorial Final Cut NY Katie Turinski, editor; Andre Castiglioni, assistant editor; Mackenzie Alexander, producer; Lauren Bleiweiss, exec producer. Post The Mill Sean Costelloe, exec producer; Jason Bartnett, producer; Mikey Rossiter, colorist; Chris Palazzo, Aran Quin, creative directors; Chris Mennuto, Benge Li, designers/animators; Amanda Amalfi, compositor; David McLeod, 3D illustrator/artist. Audio Sonic Union David Papa, mixer; Justine Cortale, mix producer. Music/Sound Elias Music Library Mitch Rabin, EVP, library; Marc Mannino, director of licensing.
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.
