Football loving men who love macho guy things love their daughters even more and gladly become “Dads Who Play Barbie” in this online short directed by Karen Cunningham of Slim Pictures for BBDO San Francisco.
In this piece we see real fathers involved in their daughters' imaginary play centered on Barbie dolls. A parting super explains exactly why: “Time spent in her imaginary world is an investment in her real world.” It’s a message that dovetails nicely with the Barbie campaign mantra telling girls that “You can be anything.”
Credits
Client Mattel Inc./Barbie Agency BBDO San Francisco David Lubars, chief creative officer, worldwide; Matt Miller, executive creative director; Christina Whalen, associate creative director/art director; Andrew Shaffer, associate creative director/copywriter; Rachael Kelly, art director; Taylor Garrett, copywriter; Whitney Ferris, sr. producer; Crystal Rix, chief strategy officer; Alaina Crystal, strategy director. Production Slim Pictures Inc. Karen Cunningham, director. Music Pollen Music Group Alexis Harte, principal composer. Editorial Lost Planet Andrea MacArthur, editor. Color Apache Steve Rodriguez, sr. colorist. Sound Design Lime Matt Miller, sound designer. VFX Black Hole James Bohn, VFX supervisor.
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.
