How Dollar Shave Club's Michael Dubin Learned to Be Funny on TV

Viral star turns to the 30-second spot

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IDEA: Michael Dubin became a famous advertising face overnight in 2012 when he starred in a wonderfully cutting 90-second online video for Dollar Shave Club, the mail-order razor subscription service he co-founded and runs as CEO. That spot was watched more than 17 million times on YouTube and put the fledgling business on the map.

Two years later, it's time for the next step: TV advertising.

Four new spots, airing nationally, are fairly traditional 30-second set pieces, but retain the brand's irreverent spirit with mock violence and other zany humor in hyperbolically illustrating the frustrations of buying razors at the store (e.g.,



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