"Dollar Shave Club, a pioneer in the direct-to-consumer space, is extending its mission of taking down "corporate B.S." in the razor category with an ad that heavily relies on generative AI but also makes technology the butt of the joke. The brand and partner Too Short for Modeling leveraged AI to animate complex visuals, like a towering skyscraper shaped like a razor and "animal testing" that shows a gorilla shaving, while keeping to a development timeline of just a few weeks."
""We Put Our Money Where It Matters" is meant to shore up a positioning around irreverence while needling legacy CPG rivals that Dollar Shave Club has long painted as stodgy. Dollar Shave Club first gained notice in the early 2010s with edgy viral ads that were made on the cheap and slammed competitors like Gillette, an approach it is now trying to adapt for the AI era. Its latest campaign arrives as consumers continue to express divided feelings toward AI-generated creative."
Dollar Shave Club launched a 60-second spot that depicts a fictional rival, Razor Corp, as executives scramble to cut costs after Dollar Shave Club introduces its "best razor ever." The ad uses generative AI to animate complex visuals, including a skyscraper shaped like a razor and "animal testing" showing a gorilla shaving, created with creative boutique Too Short For Modeling led by comedians Noam Sharon and Tal Rosenthal. The campaign was developed in a few weeks and leans into irreverence to needle legacy CPG rivals. The brand adapts its early 2010s viral, low-budget attack approach for the AI era. Consumer reactions to AI-generated creative remain divided, and brands have faced backlash for AI ads, as seen when McDonald's Netherlands pulled an AI-illustrated holiday video.
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