• by Larissa Faw , September 8, 2015

In 2012, The Dollar Shave Club (DSC) created a viral sensation with a $4,500 video that garnered more than 20 million by proclaiming “Our Blades Are F***ing Great."

Now, the men's grooming brand is embracing more traditional channels with the launch of its first fully integrated ad initiative titled "The Crusty Razor Campaign."

"In the last campaign we had some fun with customer frustration in the store," says DSC’s Founder and CEO, Michael Dubin. "In this campaign we’re having some fun with another customer frustration – having to overuse an old razor because new one’s are so expensive or you forgot to buy more. 

The campaign continues to embrace the brand's startup roots by relying on its own internal talent over outside agencies. The creative was co-written by Dubin and DSC's creative director Alec Brownstein, who together led the conception, creation and execution. They worked with producers Linda Rafoss and Maggie Dunn of Zebra NYC and director Aaron Stoller of Biscuit Filmworks to execute their vision. 

"I’ve been at the center of the creative expression of the brand since the beginning and it’s something that continues to be important to me," says Dubin. "But this campaign simply would not have happened without the amazing co-creators that sit within our phenomenal in-house creative agency team."

The concept shows a middle-aged couple bemoaning how they have to shave with well-used razors since it costs too much to replace the blades. The ad ends with Dubin showing up to squash the razor like a bug and recommending the brand’s free online service. 

The campaign includes TV commercials, radio, social, out-of-home and online display.  

Since DSC unveiled its first TV commercials last fall, DSC has doubled its membership, and now has 2.2 million members.