This latest spot in Sheraton’s “Go Beyond” campaign out of agency Venables Bell & Partners ties into the hotel chain’s partnership with Major League Baseball.
We see a Sheraton associate running hard around the bases at a baseball stadium with a glove under her arm while a colleague waves her toward home plate. As the tension builds and she slides into home, the scene transitions quickly to the lobby of a Sheraton, revealing that she was running through the hotel the whole time. She reaches an elevator just in time to hand the glove she was carrying to a young Cub’s fan on his way to the ballpark who had misplaced it. The commercial serves as the latest example that no matter how big or small, Sheraton folks “Go Beyond: so that their guests can too.
Mark Albiston of The Sweet Shop directed this piece which was cut by Martin Leroy of Whitehouse Post.
Credits
Client Marriott International, Inc./Sheraton Agency Venables Bell & Partners Paul Venables, founder/chairman; Will McGinness, partner, executive creative director; Lee Einhorn, associate partner/creative director; Mike McGuire, copywriter; Tim Green, Sarah Ross, art directors; Craig Allen, director of integrated production; Julia Oetker-Kast, producer. Production The Sweet Shop Mark Albiston, director; Ryley Brown, DP; Laura Thoel, managing director/exec producer; Preston Garrett, exec producer; John Malina, line producer. Editorial Whitehouse Post Martin Leroy, editor; Brian Gavin, assistant editor; Joni Williamson, exec producer; Leah Carnahan, producer. Music Songs for Film & TV Mauricio Gasca, composer; David Fisher, music supervisor. Audio Post One Union Matt Zipkin, mixer. Lauren Mask, producer. Sound Design Therapy Studios Eddie Kim, lead sound designer; Cait Campbell, producer. VFX Carbon VFX John Price, creative director; Matt McManus, VFX exec producer; Devon Irete, VFX producer. Color Company 3 Sean Coleman, colorist.
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.
