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

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. [kickout id="1"] 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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Dollar Shave Club Is Celebrating Father’s Day With an Ode to Dad Bods

These dads aren’t afraid to show off their skin

Minda Smiley

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