Campaign Trail: Dollar Shave Club gets back to its disruptive roots [Video]

Campaign Trail is our analysis of some of the best new creative efforts from the marketing world. View past columns in the archives here.

Back in 2012, Dollar Shave Club debuted with one of the most memorable ads of the decade, if not the century: a direct-to-camera address by real-life co-founder Michael Dubin as he walked through a warehouse and introduced the brand’s direct-to-consumer value proposition. That 90-second ad demonstrated what a disruptor brand could do with an irreverent approach, a hint of nostalgia, a machete and a person in a bear suit.

More than 28 million views later, Dollar Shave Club is looking to return to its roots with a new campaign that marks its first major marketing move after being acquired by Nexus Capital Management from Unilever, which in 2016 bought Dollar Shave Club in a reportedly $1 billion …