"In a hero spot for the "Bullshit Meter" campaign, a handheld device resembling a Geiger counter is used to detect B.S. as a man shaves his face with a competitor's razor, which he learns does not contain "blades made from ancient samurai swords." The man and a Dollar Shave Club representative then rattle off a list of things that are determined to be B.S., including badminton as an Olympic sport, folding fitted sheets and paper straws."
"The idea of the moon landing being fake initially tests negative for B.S. before being debunked, while a wife's love of her husband's haircut - and her husband - is called into question. "If it's not Dollar Shave Club, it's probably bullshit," the ad says in voiceover. The ad is in line with the edgy marketing with which Dollar Shave Club made its name as an early direct-to-consumer disruptor."
Dollar Shave Club launched the "Bullshit Meter" campaign across connected TV, social and targeted digital properties after NBCUniversal rejected the ad as a possible Super Bowl spot due to profanity. The hero spot features a handheld device resembling a Geiger counter that detects B.S. while a man shaves with a competitor's razor and learns it does not contain "blades made from ancient samurai swords." The spot catalogs items deemed B.S., including badminton as an Olympic sport, folding fitted sheets and paper straws, and punctures conspiracies and personal claims. The brand pivoted to other channels and kept its edgy direct-to-consumer marketing following a recent sale to private equity.
Read at Marketing Dive
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