This follow-up to the acclaimed “Momsong” has mothers continuing to lament that their sons are becoming men–thanks to the sex appealing scent of Old Spice. This time, though, the new wrinkle, is that while Moms are grieving, Dads are rejoicing over their boys’ coming of age.
Andreas Nilsson of Biscuit Filmworks directed this spot conceived by a creative team at Wieden+Kennedy, Portland, Ore., and driven by a track ,“Dadsong,” out of Portland-based music house Walker. VFX house was The Mill.
Client Old Spice Agency Wieden+Kennedy, Portland, Ore. Jason Bagley, Craig Allen, creative directors; Jason Kreher, Nathaniel Lawlor, copywriters; Matt Sorrell, Ruth Bellotti, art directors; Lindsay Reed, sr. producer; Susan Hoffman, Joe Staples, executive creative directors. Production Biscuit Filmworks Andreas Nilsson, director; Shawn Lacy, managing director; Colleen O’Donnell, exec producer; Jay Veal, line producer; Fredrik Backar, DP. Editorial MacKenzie Cutler Gavin Cutler, editor; Pamela Petruski, assistant editor; Sasha Hirschfeld, post producer. VFX The Mill Sue Troyan, exec producer; Adam Reeb, producer; Kris Drenzek, coordinator; Tim Davies, creative director; Becky Porter, sr. VFX artist; Alex Candlish, Patrick Munoz, John Price, Timothy Crabtree, Adam Lambert, Anthony Petitti, Yukiko Ishiwata, Phil Mayer, VFX artists; Jason Jansky, computer VFX artist. Music Walker Sara Matarazzo, exec producer; Abbey Hickman, assistant producer; Bret McKenzie, composer; Mickey Petralia, arranger. Audio HEARby John Buroker, engineer; Nannette Buroker, exec producer. Post The Mill Adam Scott, colorist; Thatcher Peterson, exec producer; Natalie Westerfield, producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. 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 โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ 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."
โThe Clubโ 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.
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