The Natural Diamond Council (NDC) has launched its first ever celebrity campaign, starring actress Ana de Armas who recently received a Golden Globe nomination for her role in Knives Out, and will soon appear in the upcoming James Bond film, No Time to Die.
The hero spot in the “For Moments Like No Other” campaign–which debuted during this past Sunday’s first ever virtual Emmy Awards–was directed by Manu Cossu via production house Iconoclast and shot in coastal Portugal by DP Hoyte van Hoytema for the Jane Smith Agency.
Credits
Client Natural Diamond Council Agency Jane Smith Agency Alisha Goldstein, founder, CEO, chief creative officer; Helaina Buzzeo, executive producer, head of production; Alexandra Hehlen, art director. Production Company Iconoclast Manu Cossu, director; Hoyte van Hoytema, DP; Charles-Marie Anthonoioz, exec producer/managing director; Valerie Romer, exec producer; Hera King, producer. Production Services 24/7 Silvia Reis, exec producer; Lole Ramirez, producer.
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.
