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Dollar Shave Club has launched a new multi-channel campaign that revisits its comedic roots.
"The Club" is marked by a one-minute spot that serves as an ode to Dollar Shave's early days, bringing back the humor and focus on self-expression that made the brand go viral a decade ago.
Produced by Good Times Production, directed by Zack Seckler, and developed by the brand's in-house creative team, the spot plays into the idea of an actual gentleman's club, where men of all body types and hair growth come together to, well, shave.
At the club, everyone understands that facial and bodily hair is personal, which is why it's up to the members to decide how they shave and style their hair — while the Dollar Shave Club simply provides them with the tools to do so.
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Seckler shared with DesignRush how his memory of entering a men's locker room for the first time inspired one of the scenes in the commercial:
"[It] felt like crossing a threshold into the grown-up club. Sure, I was awkwardly greeted by men in various states of undress—inevitably that one naked old guy—but it was still a rite of passage all the same.
That memory inspired one of my favorite scenes in the spot: four guys in their own weird worlds while our hero waves uncertainly. He doesn’t quite know what’s happening, but he knows he’s joined a pretty cool club.”
Meanwhile, Dollar Shave Club Creative Director Elizabeth McKinney talked about the concept behind the campaign:
“The original concept was born from a mix of real-life experiences and stories, sprinkled with our Dollar Shave Club humor to craft a narrative that’s truly unforgettable."
Through the campaign, the brand wants to share its message of inclusivity and build a community where everyone's unique hair removal needs are welcome and respected.
Notably, the spot also highlights some of the brand's products including:
- Shave Butter
- Prep Scrub
- Post Shave Dew
Overall, the latest campaign serves as a cheeky reminder of Dollar Shave Club's brand values, while injecting its unique and humorous brand identity.
What's the Password?
The short spot starts off with a man entering the fictional Dollar Shave Club, where he is met by a concierge standing in front of the entrance.
He then starts to blurt out random words alluding to a secret password.
"Razor burn? Wrinkle berries?" the man tells the concierge, unsure of what he should say.
Just as the concierge was about to call security, the man blurts "shave money" and gets the password right. The guest is then handed a phallic-shaped tool for shaving his balls.
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"In Dollar Shave Club, we get that facial hair is personal. We all grow it, shave it, and style it differently," the concierge tells the new member, as three men shave their chest, nose, and back.
The concierge then offers the man a variety of blades and creams to choose from, before he finally heads to a mirror to start shaving.
The spot ends with the new member getting a good, old-fashioned spank on the butt from the concierge, who tells him: "Welcome to the club."
Male grooming brands have been increasingly promoting their products using humor and wit, and last year, they also used celebrities as ambassadors.
For instance, Tony Hawk and his son Riley teamed up with Manscaped to debut the brand's Chairman Pro shaver.
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