Dollar Shave Club is focusing on breaking down gender stereotypes in a new campaign that marks its biggest video production to date.
Get Ready, as it’s called, is a short film from the subscription razor company that shows 26 different bathroom sets and their accompanying consumers, each demonstrating a particular grooming ritual.
Included is a man enjoying a luxurious bubble bath in a pink-tiled bathroom, for instance, or a woman shaving her bald head. The aim of the video is to show customers who are far more varied than the archetypes the shaving industry usually portray.
Each of the 26 scenarios shown are all based on the responses of a consumer survey.
The film also sees a cameo from the brand’s CEO, Michael Dubin, who in once scene puts toilet paper in his underwear and views himself expectantly in the mirror. It’s a move that only reinforces the deliberately not-so-serious tone that made the very first Dollar Shave Club video, Our Blades Are F***ing Great., such a success.
With the Get Ready campaign, it is continuing to demonstrate its distinctive marketing voice, while also emphasizing its creative independence after being acquired by Unilever for an estimated $1 billion in 2016. In a strategic decision to not seek help from an external agency, the company employed its in-house marketing team for the entire creative process.
The finale of the video sees all characters unite (breaking down bathroom doors, climbing over tiled-walls) and leave the purposefully obvious TV-set design. The caption reads “Welcome to the Club”, which then cleverly shows all the different bathroom essentials the company can now provide its customers with, following its expansion beyond razors and into other grooming essentials.