Following a string of viral digital ads, Dollar Shave Club is making the leap to broadcast television.
The move follows the company’s recent success, as, according to founder and CEO Michael Dubin, the brand “finished October with 1.1 million active subscribers, $7.2 million in monthly sales and what the company estimates as a 10% volume share of U.S. cartridges.” Dollar Shave Club also recently raised $50 million in venture capital funding.
“It’s no secret that advertising on television is a great tool in building your brand,” Dubin told AdAge. “Some of the messages we wanted to communicate felt really right for television.”
Dubin declined to specify if the budget for the broadcast campaign came from revenue or the recent round of venture capital funding. A former improv comic, Dubin co-wrote the ad, entitled “Security” with Alec Brownstein, Dollar Shave Club’s creative director. Radical Media’s Steve Miller, who has worked on the “Most Interesting Man in the World” campaign, directed the spot. “Security” pokes fun at the extreme lengths many stores go through to keep their razors from being stolen, often placing them under lock and key. “It’s almost like they don’t want you to buy their razors,” the ad jokes. A second spot, “Free Gift” takes a similar approach, employing mocking humor.