CP+B has turned out its first national TV campaign for letgo, introducing the mobile marketplace app to U.S. audiences. The app allows users to post, buy, sell and communicate with each other instantly.
The campaign uses extreme situations to show how irrational we can be when it comes to our emotional attachments to material possessions. In this launch spot, titled “Cliff,” that insight is dramatically demonstrated by a guy who won’t let go of his bowling ball–even though he is in a most precarious position which would dictate that he should release the ball in order to save his life.
The three-spot campaign was directed by Noam Murro of Biscuit Filmworks. “Cliff” premiered on Oct. 11 during the season premiere of AMC’s The Walking Dead. The next two letgo spots will be rolled out in the coming weeks.
Credits
Client letgo, Inc. Agency CP+B Miami Gustavo Sarkis, executive creative director; Jeff Siegel, Alvaro Ramos, associate creative directors; Kate Hildebrant, VP/director of video production; Annie Turlay, integrated producer; Marco Vidalis, jr. integrated producer; Andrew Hamm, music supervisor; Marshall Mann, content supervisor; Mary Anne Kavjian, content manager. Production Biscuit Filmworks, Los Angeles Noam Murro, director; Shawn Lacy, managing director; Colleen O’Donnell, exec producer; Rachel Glaub, Mercedes Allen, heads of production; Jay Veal, producer; Jennifer Berry, production supervisor; Eric Schmidt, DP. Editorial Bikini Edit, New York Avi Oron, editor; Tiffany Chang, assistant editor; Gina Pagano, exec producer. Music JSM, New York Joel Simon, chief creative officer/composer; Seamus Kilmartin, composer. Sound Design/Mix Barking Owl, Los Angeles Michael Anastasi, sound designer; Romel Molina, mixer. VFX The Mill Los Angeles Sue Troyan, sr. exec producer; Tim Davies, creative director, head of 2D; Dan Roberts, sr. producer; Koen Vroeijenstijn, 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.
