Welcome to the Club – Dollar Shave Club: Ad of the Week

You would think an ad depicting Dollar Shave Club, as a snooty, exclusive club you have to know the right password to get into would not work. After all, they disrupted the razor industry by offering inexpensive, quality shaving supplies direct to consumer. But it does work. Why? Because it is played with the same kind of irreverence that has always been the undertone of their brand. In fact, if feels more like a Saturday Night Live skit than a commercial. Even the robe given to the young man once he gets the password right is somewhat reminiscent of the 5-timers jacket from SNL. It’s slapstick portrayed with an over-the-top seriousness.

Once our protagonist gets the right password and robe, he’s handed a very phallic-looking mirror. He’s told, “it’s for shaving your balls.” Next, some operatic music kicks in as our tour rounds the corner to reveal some very serious, mostly naked men using the various products: one is using a nose hair trimmer, one is having his back shaved and a third, Zeus-looking man is lathering his massive chest. The concierge who is leading the tour then whips open each side of his blazer to reveal a variety of shaving products hanging on the inside of his coat. It’s an old gag – hell, I used it in a Dodge dealer association spot 30-some years ago (wanna buy a watch! my guy on the street exclaimed) There’s even an Easter egg for those who have been fans of their marketing as a guy in a bear suit from their original ad wonders through the locker room.

The spot ends with a slap on the butt and “welcome to the club!” from your guide. Welcome to the Ad of the Week club, Dollar Shave Club! Let me know what you think. And if you have nominee for Ad of the Week, drop me a line in the comments or via the many ways you can reach me.

Mike McClure, President, McClure Marketing