Back in July we took a look at an online subscription service based in California that delivers various male grooming products, as well as witty and in-house-produced ads. At that time, Dollar Shave Club was also acquired by a European giant Unilever for a reported staggering sum of $1 billion and ironically their new campaign for men’s shower products takes a canny dig at the likes of Unilever-owned Axe or Procter & Gamble’s iconic Old Spice.

The three online ads, that suggest to get yourself a “shower product that’s more you”, aim to promote DSC’s new line of shower soaps Wanderer and were produced in-house by DSC’s own, eight-person creative team. The 30-second spots, that promise straightforward ingredients and honest fragrances like mint and cedar wood, were directed by the Speilbergs – directorial collaboration of co-founder of the Brooklyn-based design studio CHIPS, Teddy Blanks, and graphic designer, musician, and actor Alex Karpovsky, best known for playing Ray Ploshansky on HBO’s show Girls.

With the three clips – called Massive Hero, Neon Groove and Deep Midnight – DSC follows the footsteps of their rather straightforward ads that don’t pull any punches and troll its competition with products dressed in obvious look-alike packaging. Yet, the company tries to offer a different option for men who are not interested in acting, and smelling, like body-builders or machos injected with 24-hour-pheromone-release products. In fact, as the branding of Wanderer suggests, its target audience could be roaming millennial males who just haven’t figured out what they want. Let us know what you think about DSC’s approach in the comments.

Credits:

Client: Dollar Shave Club

Agency: Dollar Shave Club In House

Producer: Candice Vernon

Production Company: AMD Films

Directors: Spielbergs

Animation: The Craft Shop