When the work-life balance skews too far to the former, it’s time to open a Heineken. Actually opening a Heineken is more of a proactive move in this long-form spot, “The Closer,” the title of which is also the name for an outlandish high-tech bottle opener that immediately shuts down all work applications when a bottle of Heineken is opened with it.
It’s said that when a door closes, a window opens. In this case, when a Heineken opens, your work connection closes.
Francois Rousselet of production company Division directed “The Closer” for Publicis Italy/Le Pub Amsterdam.
Credits
Client Heineken Agency Publicis Italy/Le Pub Bruno Bertelli, global CEO, Le Pub, global chief creative officer Publicis Worldwide and Publicis Groupe Italy; Cristiana Boccassini, CEO Publicis Italy, global chief creative officer, Publicis Italy & Le Pub Amsterdam; Mihnea Gheorghiu, global chief creative officer Publicis Italy & Le Pub Amsterdam; Andrey Tyukavkin, global executive creative director, Publicis Italy; Milos Obradovic, global executive creative director, Le Pub Amsterdam; Eoin Sherry, global creative director, Publicis Italy; Luca Boncompagni, creative director, Publicis Italy; Christopher Penman, sr. copywriter, Le Pub Amsterdam; Charles Laporte Aust, chief strategy & innovation officer, Le Pub Amsterdam; Bela Ziemann, global chief strategy officer, Publicis Italy & Le Pub Amsterdam; Monica Radulescu, strategy director, Publicis Italy; Ilko Petkov, global data strategist, Le Pub Amsterdam; Francesca Zazzera, chief creation officer, Publicis Italy; Anna Sica, head of video production, Publicis Italy; Barbara Brown, TV producer, Publicis Italy. Production Company Division Francois Rousselet, director; Paul Guilhaume, DP; Jules de Chateleux, exec producer; Aurelie Bruneau, producer. Postproduction/VFX The Mill Paris Claire Garraud, producer; Stephane Pivron, post producer & VFX supervisor; Adriana Legay, editor. Music Justin Hurwitz
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.
