Creativity

Dollar Shave Club's new campaign shows CEO stuffing toilet paper down there

The toiletry brand 'evolves' toward brutal honesty

By Jack Neff. Published on Jul 11, 2018

Editor's Pick

Dollar Shave Club aims to show it's more than a razor subscription service in a new campaign portraying the embarrassing and sometimes painful things guys do in the privacy of their bathrooms.

That includes duct-tape chest waxing, copious use of baby powder and body sprays to freshen up genitalia--with a cameo by CEO Michael Dubin, who stuffs toilet paper into the crotch of his undies to plump up the bulge--to the tune of Steve Lawrence's "I've Gotta Be Me."

The latest work from DSC's in-house agency veers from the usual quick jokes and sight gags toward the macabre.

"Dollar Shave Club has been evolving," Dubin says, explaining the new "Get Ready" video. "As a startup, we were a company that sent you razors in a box once a month or every other month. We're moving into being a company that sends you everything you need in the bathroom to look, smell and feel your best."

He adds that the approach also hopes to show guys that Dollar Shave Club is a place to turn to for advice as well as products.

The new 3:40 video will be cut into shorter safe-for-TV and outdoor versions.

"In the past, we always showed kind of the Dollar Shave Club archetype guy," says Matt Knapp, executive creative director for the Unilever brand. "In this campaign we want to take a more honest approach."

The work is based on research on about what DSC members really do in the bathroom, says Alec Brownstein, global executive creative director.

Parent company Unilever won't give precise sales numbers for DSC, but Dubin says it continues to grow sales at a "double-digit pace."

Two years after the acquisition by Unilever, Dubin says the new video "should answer the question as to whether we feel any creative constraints in terms of how we evolve and communicate our brand."

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Credits

Date
Jul 11, 2018
Client:
Dollar Shave Club
Agency:
In-house
Agency:
Dollar Shave Club In-House
CEO:
Michael Dubin
Chief of Staff:
Kristina Kovacs
Chief Product Officer:
Alan Wizemann
VP, Brand Communications:
Raechelle Hoki
VP, Media & Acquisition:
Sam Kang
VP, Consumer & Corporate Communications:
Kristina Cole
General Counsel:
Allison Buchner
Corporate Counsel:
Brenna Terry
Director of Media & Acquisitions:
Ranil Wiratunga
Senior Manager of Mass Media & Acquisitions:
Katie Jokipii
Senior Marketing Manager, Content & Social:
Whitney Bonrud
Social Media Marketing Coordinator:
Alexandra Benson
Executive Creative Director, VP of Creative:
Alec Brownstein
Executive Creative Director, VP of Creative:
Matt Knapp
Senior Creative Director/Art Director:
Matt Orser
Senior Creative Director/Copywriter:
Aron Fried
Executive Producer/Producer:
Matt Sausmer
Director of Creative Operations:
Carly Jansen
Director of Photography & Motion:
Peter Quinn
Senior Digital Producer:
Noelle Nimrichter
Photographer:
Pip Cowley
Behind the-Scenes Videographer:
Shimmy Boyle
VP, Digital Product Design:
David Kujda
Principal Designer:
Marcus Silva
Senior Designer:
Rocky Ponce
Designer:
Elodie Blakely
Production Company:
MJZ
Director:
Steve Ayson
Director of Photography:
Greig Fraser
President:
David Zander
Executive Producer:
Emma Wilcockson
Producer:
Laurie Boccaccio
Edit House:
Final Cut - LA
Editor:
Jeff Buchanan
Assistant Editor:
Eileen Miraglia
Executive Producer:
Suzy Ramirez
Producer:
Ana Orrach
VFX:
The Mill
Creative Director:
John Leonti
2D Lead:
Adam Lambert
Executive Producer:
Anastasia Von Rahl
Senior Producer:
Jacklyn Ramirez
Telecine:
Company 3
Senior Colorist:
Stefan Sonnenfeld
Senior Producer:
Katie Andrews
Global Executive Producer:
Ashley McKim
Type Design & Animation:
Logan
Song:
"I've Gotta Be Me" by Steve Lawrence
Music Supervision:
Good Ear
Additional Music Production:
Genevieve Vincent
Additional Music Production:
Judson Crane
Audio Post Studio:
Formosa Group
Mixer:
John Bolen
Executive Producer:
Lauren Cascio

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