Dollar Shave Club Is Celebrating Father’s Day With an Ode to Dad Bods

These dads aren’t afraid to show off their skin

Created in-house, this Dollar Shave Club campaign celebrates dad bods for Father's Day. Dollar Shave Club
Headshot of Minda Smiley

It’s been about four years since the phrase “dad bod” entered our cultural lexicon, but Dollar Shave Club is bringing it back just in time for Father’s Day to give a shoutout to all the dads in the world who are truly feeling themselves.

In what can be described only as a music video, viewers are introduced to the term “manifique,” a word used to describe the “magnificence of otherwise overlooked male body types.” What follows is a choreographed dad dance featuring lots of … gut thrusts and hairy chests. And even a pair of tighty whities.

Created in-house, the campaign will run on TV, digital and social. For those who think their old man could use some Dollar Shave Club in his life, the brand has also created a DadBod gift set that includes deodorant, body wash, toothpaste and, of course, its signature razors.

While humorous, the Unilever-owned brand’s Father’s Day campaign aligns with its recent focus on inclusivity and promoting a wider suite of products (not just its razor blades).

Last year, Dollar Shave Club released a spot that featured a large cast of men and women from a variety of races, ages and sizes. Called “Get Ready,” the ad featured these people in their most intimate, private moments: at one point, a dad seeks refuge from his screaming child in the bathroom, while another man places a mirror below him to shave his nether regions.

Dollar Shave Club has also been busy expanding its selection in hopes of becoming a go-to destination for men. After debuting a new fragrance line in November, it introduced a deodorant line made up of six products—including butt wipes—earlier this year.

The company has also been making a bigger push into content as of late, to establish itself as a wellness brand. On its website, a content hub features articles that dish out everything from career advice to pregaming tips.

CREDITS:

Client/Agency: Dollar Shave Club In-House
Chief Executive Officer: Michael Dubin
Executive Creative Director, VP of Creative: Matt Knapp
Executive Creative Director, VP of Creative: Alec Brownstein
Senior Creative Director Matt Orser
Senior Director, PMO: Carly Jansen
Senior Manager, Creative Services: Terry Soltani
VP, Brand Communications: Raechelle Hoki
VP, Consumer & Corporate Communications: Kristina Cole

Production Company: Revolver/Will O’Rourke x Biscuit Filmworks
Director: The Glue Society
Director of Photography: Russell Boyd
Managing Director/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Executive Producer/Producer: Jasmin Helliar
Producer: Alexandra Taussig
Producer: Isabella Vitelli
Post Production: The Glue Society Studios
Editor: The Glue Society
Colorist: Andy Clarkson
Flame: Viv Baker

Audio Post Studio: Otis Studios
Audio Engineer: Lukas Farry

Music & Music Supervision
Song: “Dadbod” by Dadbod
Music Supervision: Level 2


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@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.
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