Dollar Shave Club Returns to Irreverence in Cheeky New Ad Campaign [Video]

DTC success story Dollar Shave Club first made waves back in March of 2012, when a YouTube ad for the brand titled “DollarShaveClub.com – Our Blades Are F***ing Great” first hit the video streaming platform. More than a decade — and 28 million views — later, Dollar Shave Club would become a staple in the men’s grooming segment, spawning a sea of competitors from Harry’s to Manscaped.

Now, as Marketing Dive detailed, Dollar Shave Club is returning to its irreverent roots in its latest ad campaign, one sure to please the brand’s core audience while attracting new eyes to the product lineup.

In DSC’s latest YouTube ad, a young man stands at a desk opposite a concierge inside of a swank curtained lobby. A neon lobster and what appears to be a carved wooden owl are part of the set dressing.

After fumbling the password — the young man attempts “razor burn” — before successfully speaking up with “shave …