Created by BBDO New York, this :60 for Dove Chocolate entitled “Each and Every Day” follows one woman’s’ entire life in the context of 24 hours, from childhood through her twilight years, as she lives without inhibitions since she is able to wake up and do it all over again each morning. The spot features music by Edith Piaf, which serves as an anthem to live life to its fullest.
Vincent Haycock of Park Pictures directed the commercial.
Client Mars – Dove Chocolate Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Susan Golkin, executive creative director; Alessandro Fruscella, Giovanni Settlesoldi, creative directors; David Rolfe, director of integrated production; Amy Wertheimer, group executive producer; Jess Jacklin, producer. Music Licensing The Marketing Arm Brad Sheehan, music licensing. Song: “Non, Je Ne Regrette Rien” (Dumont/Vaucaire), Performed by Edith Piaf. Production Park Pictures Vincent Haycock, director; Jackie Kelman Bisbee, Dinah Rodriguez, exec producers; Alec Sash, producer; Martin Ruhe, DP. Widescope Productions Marcos de Fortuny, producer. Editorial Union Editorial Marco Perez, editor; Casey Swoyer, assistant editor; Lauren Hafner Addison, producer. Audio Post Sonic Union Steve Rosen, sound engineer.
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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