Dollar Shave Club Heads to Space in Its Latest Weird, Creamy Ad for Shave Butter

In its latest kooky commercial, Dollar Shave Club helps a guy face the final frontier. The cosmic romp begins in a bathroom (as most celestial experiences do), when a dude lathers up with the brand's Shave Butter and promptly blasts off on a freaky face odyssey: [kickout id="1"] That galaxy was so darn buttery, we half expected a Lurpak fly-by. "We wanted to show Shave Butter as a transportive, fantastical voyage to some buttery world," says Aron Fried, creative director at Dollar Shave Club's in-house agency, which created the ad. "It's different for every shaver. A happy place where the mundane and harsh realities of life disappear—until they come crashing back in." Realities like a nicked chin or gashed cheek? Shave Butter is presumably waaay too buttery smoooth for that. "It has a cult-like following online among [the club's] members who rave to the world about how effortless and delightful it makes their shave feel," says Matt Orser, also an in-house creative director. "So, we wanted to highlight its premium nature by making this campaign more visually stimulating, artful and yes, silly." While amusing, "Buttery Galaxy" offers a less trippy trip than Dollar Shave Club's previous creamy saga. And those seeking really—and we mean really—big laughs from this brand should check out these ads from last year. You'll be relieved to know that in this story of a guy floating through his bathroom mirror into a universe of shaving-foam blobs, rigorous research was done to keep things real. "We immediately asked ourselves, 'How would shave butter actually look and act in a zero-gravity situation?'" says Randall Smith, VFX supervisor at Digital Domain, which handled the effects. "We referenced many things including the film Gravity, natural space photography and looked at the product itself in multiple lights and scenarios," he says. "During the beard removal, the light reflecting from the butter knife cuts his beard like a samurai sword. Since this needed to be realistic in zero-G, it had to be both a comical moment but also feel weightless." Yeah, when checking for scientific accuracy, you should go with a Hollywood movie every time. CREDITS Client: Dollar Shave Club CEO: Michael Dubin Assistant to CEO: Kristina Kovacs CMO: Adam Weber Assistant to CMO: Cor Cormier Director, Brand Marketing: Christina Cartwright Sr. Brand Manager: Lisa Taber Coordinator, Brand Marketing: Alexandra Danzer Agency: Dollar Shave Club In-House Executive Creative Director, VP of Creative: Alec Brownstein Executive Creative Director, VP of Creative: Matt Knapp VP, Creative Operations: Raechelle Hoki Creative Director/Art Director: Matt Orser Creative Director/Copywriter: Aron Fried Executive Producer : Matt Sausmer Senior Project Manager: Christine Melloy Music Supervisor: Genevieve Vincent General Counsel: Allison Buchner Corporate Counsel: Brenna Terry Business Affairs: Ingenium Business Affairs Production: RESET Content Director: Ian Pons Jewell Director of Photography: Mauro Chiarello Production Designer: Chris Gorak Managing Director: Dave Morrison Executive Producer: Deannie O’Neil Head of Production: JP Colombo Producer: Aris McGarry Editorial: Whitehouse Post Editor: Tobias Suhm Apprentice Assistant Editor: Nick Deliberto Executive Producer: Joanna Manning Producer: Jennifer Mersis VFX Studio: Digital Domain Vice President, Advertising: Tiffani Manabat Executive Producer: Nicole Fina VFX Supervisor: Randall Smith VFX Producer: Alex Michael VFX Coordinator: Yeney Amaro Telecine: Company 3 Senior Colorist: Sean Coleman Senior Producer: Matt Moran Global Executive Producer: Ashley McKim Music Mystery Man by The Frost Audio Post Studio: Eleven Mixer: Jeff Payne Asst Mixer: Jordan Meltzer Executive Producer: Melissa Elston Producer: Maddee Bonniot Sound Design: Trim Editing Sound Designer: Tim Harrison Production: Jemma Daniel & Harriet Cawley

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Dollar Shave Club Heads to Space in Its Latest Weird, Creamy Ad for Shave Butter

Set in a buttery galaxy far, far away

David Gianatasio

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David Gianatasio