2012 / Video / Deadpan direct-to-consumer launch sketch
DollarShaveClub.com - Our Blades Are F***ing Great
Dollar Shave Club introduced its subscription pitch with a warehouse walk-and-talk that treated product marketing as a sketch.
The original is hosted off-site; this page provides context and a link to it.
What was this?
Dubin delivers a rapid, deadpan sales pitch while moving through staged warehouse gags, keeping the product explanation and the joke on the same track.
Why it spread
The concise video spread through social sharing and press coverage as an example of a startup using a memorable online launch rather than a conventional campaign.
What happened
Dubin delivers a rapid, deadpan sales pitch while moving through staged warehouse gags, keeping the product explanation and the joke on the same track.
Where it came from
Co-founder Michael Dubin stars in the launch video, directed by Lucia Aniello, for Dollar Shave Club.
Why it mattered
It made a brand video feel like a piece of web comedy without hiding the sales pitch that gave the joke its structure.
How it spread
The concise video spread through social sharing and press coverage as an example of a startup using a memorable online launch rather than a conventional campaign.
Keep going
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