Dollar Shave Club Ditches the Super Bowl, Taps ArtClass and Cosmo Street for No-BS Campaign
Dollar Shave Club is doubling down on its no-holds-barred, truth-telling roots and taking aim at Big Razors with a hilariously bold new campaign, dubbed the “Bullshit Meter.”
Directed by ArtClass's Ryan Ebner, edited by Tom Scherma of Cosmo Street and created by the brand's in-house team, the spot is centered around a bullshit sifting device that calls out all the nonsense in the world - from grooming industry gimmicks to everyday lies - the Bullshit Meter goes eerily silent when it scans Dollar Shave Club razors. Because in an industry obsessed with over-engineering and over-priced products, Dollar Shave Club has, and always will, deliver a quality shave at a great price; no ifs, ands, or bullshit about it.
But beyond the spot itself, Dollar Shave Club is calling bullshit on another unexpected target - the Super Bowl - after network censors axed the ad due to “profanity.”
Rather than airing a watered-down version of the Bullshit Meter spot, the brand is walking away from the Big Game entirely. Their advice? Skip Big Razor’s bullshit-show, and get a great shave at a great price. And for those who know football is better on Saturday anyway, Dollar Shave Club has a full line of college-licensed handles.
Dollar Shave Club CEO, Larry Bodner isn’t mincing words, saying: “It’s a bold move for NBC to appoint themselves the supreme arbiters of what is and isn't bullshit. I’d love to see the minutes from their 'Official Bullshit Committee' meetings - I bet that’s a real riot of a department.”
The Bullshit Meter ad campaign launched on January 26 across CTV, social, and targeted digital properties.
CREDITS
Client: Dollar Shave Club
Sr. Director, Marketing: Nikki Frisz
Creative Director: Elizabeth McKinney
Sr. Marketing Ops Manager: Hanna Allman
Brand Manager: Jake Somsin
Social Media Content Manager: Jason Rothman
Associate Social Media Content Manager: Sam Klegerman
Freelance Creative Director: Daniel Kelleher
Freelance Executive Producer: Karen Leiper
Production: ArtClass
Director: Ryan Ebner
Managing Partner: Geno Imbriale
Managing Director / EP: Kirsten Arongino
Executive Producer: Sean Owolo
Head of Production: Sparkle Jones
Staff Producer: Olivia Possino
Director of Photography: Caron Nyquist
Line Producer: Mike Montenegro
Production Designer: Dustin Grabiner
Post: Cosmo Street
Editor: Tom Scherma
Executive Producer: Maura Woodward
Producer: Colby Eaton
