Beginning this summer and continuing over the next year, AT&T has entered into a media partnership with cinema media vendor NCM (National CineMedia). The partnership, which was secured by AT&T’s media agency Hearts & Science, enables AT&T to run :90 second films during the previews before all the biggest films, such as Jurassic World, Mamma Mia! and more.
This :90 titled "Surprise" is part of BBDO’s series of mash-ups which blend movie genres in completely unexpected ways–underscoring the range of entertainment AT&T can deliver. For example, in this cinema ad we see a romantic comedy turn into a horror film.
Daniel Wolfe directed via production houses Somesuch and Anonymous.
Credits
Client AT&T Agency BBDO NY David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, group executive creative director; David Povill, David Cuccinello, executive creative directors; Kevin Mulroy, Dan Kenneally, creative directors; Julie Collins, group executive producer; Jessica Coccaro, executive producer; David Rolfe, director of integrated production. Production Somesuch X Anonymous Daniel Wolfe, director; Tim Nash, founding partner; Nicky Barnes, exec producer; Tom Martin, producer; Tom Townend, DP. Editorial Cosmo Street | Trim Editorial Tom Lindsay, editor; Maura Woodward, exec producer; Anne Lai, head of production; Alex Morales, Ben Elkaim, Habin Semaan, assistant editors. Telecine Framestore London Simon Bourne, telecine artist; Chris Anthony, producer. VFX KEVIN, Venice, Calif. Tim Davies, VFX supervisor/2D lead; Sue Troyan, exec producer; Jami Schakel, producer. Music/Sound Design Barking Owl Atticus Ross, composer; Morgan Johnson, sound designer; Kelly Bayett, executive producer/creative director. Audio Post Sonic Union Steven Rosen, Mike Marinelli, Paul Weiss, engineers; Justine Cortale, Pat Sullivan, producers.
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.
