There is only one thing with more magnetism than a video of dad bods in boxer shorts or towel wraps, attempting a slinky choreography. It’s a video of dad bods in boxer shorts or towel wraps doing a slinky choreography to a song with definite hints of Right Said Fred’s I’m too sexy. Add in the sophistication of The Glue Society’s staging and direction, and Dollar Shave Club has the perfect trifecta.
The music video-style spot is called Manifique (hilarious), which will, without question, become a buzzword in popular culture. That’s an asset for Dollar Shave Club, who owns it – defining it as “the magnificence of otherwise overlooked male body types, often the bodies of dads.” The film is a tribute to all those dads out there who didn’t do their pelvic floor exercises (or any exercises) after their children were born but deserve to feel great about themselves on US Father’s Day, Sunday June 19.
The idea was created in-house at Dollar Shave Club. The director is The Glue Society newbie, Tim Green, the director/art director/writer who has returned to Australia and joined The Glue Society from the US with a reel full of short films and the applause that goes along with making good ones. The film was shot by Russell Boyd (Master and Commander, Picnic at Hanging Rock).
It was produced by Revolver/Will O’Rourke x Biscuit Filmworks. The result has to be a viral hit. The campaign will run on TV, digital and social and coincides with the release of a DadBod gift set that includes deodorant, body wash, toothpaste and its signature razors.
Client & Agency: Dollar Shave Club In-House
Chief Executive Officer: Michael Dubin
Executive Creative Director, VP of Creative: Matt Knapp
Executive Creative Director, VP of Creative: Alec Brownstein
Senior Creative Director Matt Orser
Senior Director, PMO: Carly Jansen
Senior Manager, Creative Services: Terry Soltani
VP, Brand Communications: Raechelle Hoki
VP, Consumer & Corporate Communications: Kristina Cole
Production Company: Revolver/Will O’Rourke x Biscuit Filmworks
Director: The Glue Society
Director of Photography: Russell Boyd
Managing Director & Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Executive Producer & Producer: Jasmin Helliar
Producers: Alexandra Taussig & Isabella Vitelli
Post Production: The Glue Society Studios
Editing: The Glue Society
Colourist: Andy Clarkson
Flame: Viv Baker
Audio Post Studio: Otis Studios
Audio Engineer: Lukas Farry
Music & Music Supervision
Song: Dadbod by Dadbod
Music Supervision: Level 2