This spot introduces us to a nine-year-old lad who’s a fan of the NBA World Champion Golden State Warriors. Receiving a post-game high five from Warriors star Andre Iguodala, the boy is protective of that slapped hand as he tries to preserve the magic of his hero’s touch. The youngster does his chores, dribbles a basketball, even plays the tuba–all without using that same hand.
Matt Aselton of Arts & Sciences directed “Hands” for ad agency Translation. The ad promotes the launch of NBA Saturday Primetime games beginning January 23 on ABC-TV.
Credits
Client National Basketball Association (NBA) Agency Translation John Norman, chief creative officer; John Greene, chief strategy officer; Betsy Decker, executive creative director; Matthew McFerrin, Armando Samuels, group creative directors; Max Hoch, copywriter; Manuel Urbanke, art director; Miriam Franklin, director of content production; Kristen Cooler, content producer; Tim Flood, Lindsey Neeld, strategy. Production Arts & Sciences Matt Aselton, director; Benn Martenson, DP; Mal Ward, Marc Marrie, exec producers; Zoe Odlum, line producer. Editorial Arcade Edit Geoff Hounsell, editor; Sam Barden, assistant editor; Sila Soyer, post executive producer; Fanny Cruz, post producer. VFX Arcade Edit Tristan Wake, VFX artist; Sila Soyer, exec producer; Fanny Cruz, VFX producer. Audio Post Heard City Phil Loeb, mixer; Gloria Pitagorsky, exec producer; Sasha Awn, producer. Music “(You’ve Got) The Magic Touch,” performed by The Platters.
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.
