At the center of this new campaign for Snickers Peanut Brownie lies the insight that adult life surprises us with all sorts of problems and pitfalls we’re not prepared for–at home, at the office, and in our relationships. And while nobody has all the answers, we do have soothing brownies to make us feel better. “Life is full of hidden problems, so we hid a comforting brownie in a Snickers.”
This premise is reflected in this :30 titled “Stanimal” in which a boss at a workers’ meeting tries to connect with the rank and file, in one case by using a nickname. Unfortunately she calls one guy by a nickname that the other workers use behind his back. Awkward! Thank goodness she has a Snickers Peanut Brownie to get her through the embarrassment.
Martin Granger of Moxie Pictures directed “Stanimal” for BBDO New York.
Credits
Client Mars Wrigley/Snickers Agency BBDO New York David Lubars, chief creative officer, worldwide; Gianfranco Arena, Peter Kain, executive creative directors; Scott Mahoney, Dan Oliva, creative directors; Christopher Chan, sr. art director; Owen Weeks, sr. copywriter; Amy Wertheimer, group executive producer; Star Wingate-Bey, associate producer; Melissa Chester, music producer. Production Moxie Pictures Martin Granger, director; Karol Zeno, exec producer; Matt O’Shea, line producer; Jonathan Freeman, DP. Editorial Rock Paper Scissors Carlos Arias, editor; Eve Kornblum, exec producer; Ashley Tantillo, assistant editor. Color Company 3 Tim Masick, colorist. Audio Heard City Phil Loeb, mixer/sound designer.
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.
