To sell razor blades on the Web, you'd better have sharp marketing content.
DollarShaveClub.com's 90-second promo clip is on the cutting edge. With more than 1 million views in four days, the video—starring company CEO Michael Dubin, warehouse sidekick Alejandra and some guy in a bear suit—is looking like a smooth move. (Sick of those shaving puns yet?)
Commenters have noted that the startup's effort has an Old Spice vibe. Indeed, that air of familiarity and sureness of style helps make the spot instantly likable. Dubin, a former digital marketing honcho at Sports Illustrated, delivers a punchy performance as he zealously oversells the subscription service that trucks cheap blades to your door for as little as $1 a month.
There are great lines like, "Do you think your razor needs a vibrating handle, a flashlight, a back scratcher and 10 blades? Your handsome-ass grandfather had one blade—and polio," and the ballsy motto, "Our razors are f***ing great." (Some folks in the socialsphere are in a lather about the portrayal of Alejandra as a stereotypical recently unemployed Latina—but she has loads of fans too, and her un-PC presence works in the nutty context of the spot.)
Heck, it's so good, it could almost be a parody—the entertaining kind that run on Funny or Die. That's a nice change of pace for the razor category, where typical advertising of the Gillette/Schick variety can be chin-scrapingly dull.