EXTRA® Gum introduced the next chapter in the “Give EXTRA, get extra” story with the debut of Max & Bill to support the launch of the brand new EXTRA® Refreshers gum.
The new film tells the heartwarming story of an friendship between two strangers over checkers, and how small, unexpected gestures–like sharing gum–can help form a lasting relationship regardless of age, race or gender.
Pete Riski of Rattling Stick directed “Max & Bill” for agency Energy BBDO.
Client EXTRA Refreshers Agency Energy BBDO Chicago Andrés Ordóñez, chief creative officer; Pedro Perez, Josh Gross, executive creative directors; Manual Torres, Alejandro Juli, creative directors; Elaine Kalvelage, art director; Cassidy Buzin, copywriter; John Pratt, head of integrated production; Maddie Gorman, producer; Daniel Kuypers, executive director of music; Jeremy Hawking, program director; Allison Arling-Giorgi, strategy director. Production Rattling Stick Pete Riski, director; Joe Biggins, Jeff Shupe, exec producers; Tessa Mitchell, line producer; Richard McIntosh, head of production. Editorial The Assembly Rooms Eve Ashwell, editor; Kevin Corry, assistant editor; Daniel Breheny, producer. Animation/Motion Graphics Cream Electric Art Australia Bruce Bigelow, creative director; Diane Williams, producer. Color/Finish The Mill Oisin O’Driscoll, colorist; Matthew Engel, post producer; Heidi Anderson, Alison Bloom, finish artists. Audio Another Country John Binder, sound engineer; Logan Vines, Josh Hunnicutt, audio assistants; Louise Rider, Tim Konn, producers. Music Jacob Banks, vocal/song, “Every Age”
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.
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