In this offbeat comedy spot for Volkswagen out of NY agency Johannes Leonardo, we are introduced to a pedestrian who behaves as if he’s the center of the universe–while also oblivious to the universe around him. With one inconsiderate act after another, he makes his way from his apartment, out onto the sidewalk and ultimately jaywalks in the path of an oncoming VW Atlas with a family on board.
The Atlas automatically stops, avoiding hitting the jaywalker. A voiceover notes that VW products are made to keep everyone safe–even “those guys” in reference to the ungrateful, unaware, uncaring pedestrian.
“Those Guys” was directed by Bjorn Ruhmann via production house SMUGGLER.
Credits
Client Volkswagen Group of America Agency Johannes Leonardo, New York Jan Jacobs, Leo Premutico, co-founders and creative chairmen; Julia Neumann, chief creative officer; Jonathan Santana, group creative director; Julian Cohen, sr. copywriter; Mikayla Lapierre, sr. art director; Charles Watlington, design director; Maria Perez, head of production; Rebecca O’Neill, group executive producer; Kelly Treadway, sr. producer; Steve Zaroff, chief strategy officer; Mary Bakarich, group strategy director; Kat Logan, strategy director. Production Company SMUGGLER Bjorn Ruhmann, director; Patrick Milling-Smith, Brian Carmody, Allison Kunzman, exec producers; Alexandra Lisee, producer; Danielle Billman, production supervisor; Jess Hall, DP; Kate Bunch, production designer. Editorial Gattie & Lopez Chuck Willis, founder/editor; Sue Willis, founder/managing director; Anna Peitti, producer. Finish/VFX/Color Grade The Mill Mark Gethin, colorist; Kieran Hanrahan, VFX lead; Jimmy Bullard, creative director; Clairellen Wallen, sr. exec producer; Ed Rilli, sr. producer; Ramya Shankar, Jessica Amburgey, producers. Audio Post Sonic Union Steve Rosen, audio mixer/founder; Rob DiFondi, Kelly Oostman, audio mixers; Justine Cortale, managing director/studio manager. Licensed Music Premier Music Group Ian Herbert, music supervisor; Aaron Mercer, partner/EVP.
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.
