Dollar Shave Club is a company that has revolutionized the way we approach shaving and personal grooming. Founded in 2011 by Michael Dubin and Mark Levine, Dollar Shave Club quickly gained popularity...
The Dollar Shave Club TV spot, 'Pay Up,' is a humorous and cheeky advertisement promoting their subscription service. The ad opens with the company's founder, Michael Dubin, walking down a dimly-lit alleyway with a group of men in suits, sunglasses, and earpieces flanking him. The tension builds as a voice-over informs the viewer that they're about to see a "hostile takeover."
Suddenly, Dubin stops in front of the camera, looks straight at the audience, and reveals that he's actually there to collect a different kind of payment: a payment for all the money men waste on overpriced razors. He then proceeds to extol the benefits and value of Dollar Shave Club's subscription service while showcasing the company's various razor options.
Throughout the ad, Dubin and his posse are seen smashing and destroying various items with their razors, including a windshield, an old flip phone, and a stuffed teddy bear. The humor in the spot comes from the contrast between the serious, almost ominous tone of the setup, and the lighthearted, irreverent use of the razors showcased by Dubin and his crew.
The ad ends with Dubin reminding men that "the party is over," and encouraging them to "stop paying for shave tech you don't need and start paying for shave tech that matters." The message is clear: men have been overpaying for razors for too long, and Dollar Shave Club is here to change that.
Overall, the 'Pay Up' TV spot is a clever and effective way to promote Dollar Shave Club's subscription service and position the company as a disruptor in the razor industry. The ad's humor and irreverence make it memorable and engaging, while its clear message makes it a persuasive call to action for men looking to save money on their shaving routine.
Dollar Shave Club TV commercial - Pay Up produced for Dollar Shave Club was first shown on television on December 11, 2014.
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