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.
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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