Hey, Dollar Shave Club, what's the big idea?
In the brand's latest kooky commercials, razors grow to fantastic proportions. They're roughly the size of compact cars—and sold, appropriately enough, in automobile dealership settings.
Take, for example, the flashy model in the ad below. Sure, its sheer mass, with 12 blades and 11.5 moisture strips, are impressive. But the laser chin-detection system is the real breakthrough:
No cleft is safe from that mighty dynamo!
"It's the reality of buying razors that's ridiculous—we just hold a funhouse mirror up to it," says Alec Brownstein, creative director and vp of creative at DSC's in-house agency, which developed the campaign with Ruffian director Tim Bullock.