Dollar Shave Club —
Stop Living The Dull Life
Shorter isn’t always better.
Faced with a need to remind people to change their blade, telling them wasn’t enough. We needed to make sure they knew why: when a blade is dull, it’s ineffective. Using the medium as the message, we turned that concept on its ear and made the dull effective with 11 hour long ads on YouTube and 45 minute ads on Facebook that went… nowhere.
Boring scenarios didn’t need to tell any story. It was simply a matter of asking “is this really what you want in life?!?”
They were simply an endurance test, with very little action, and only one call to action…
"This is dull, your blades shouldn’t be."
Thousands of viewed hours later, the point was made and the blades were getting changed.