A biology class student drinks a beaker full of formaldehyde, leaving behind the dead frog that was floating in it. She then asks the boy in the next desk if he’s going to drink his. A parting super reads, “Cigarettes contain formaldehyde, the stuff used to preserve dead frogs.”
Credits
Agency: Barber Martin Advertising, Richmond, Va. Patti Shulman, creative director; Jim Gentry, associate creative director/copywriter; Bonnie Larner, senior copywriter; Greg Simos, director of broadcast production/producer Production Company: PL>YROOM David Jaffe, director; Debbie Merlin, executive producer; JP Greaney, producer; Tim Ives, DP. Editorial: Final Cut Mike Colao, editor Postproduction: The Mill New York Tom Poole, colorist Sound Design: Final Cut Terressa Tate, sound designer Audio: Final Cut Terressa Tate, audio mixer
Director Zack Seckler Shares Secret Password, Gets Us Into The Dollar Shave Club
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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