![]() ![]() While delivering the monologue, Dubin performs absurd, ill-advised stunts without breaking eye contact with the camera. Yeah! A dollar! Are the blades any good? No, our blades are f***ing great.” “Well, for a dollar a month we send high quality razors right to your door. “What is ?,” he asks, with a coy eyebrow arch that harkens back to the retro ad spokesmen of yesteryear. The copy is well-crafted and meshes well with his on-camera persona – leaving room for both humor and genuine belief in the product and business model: He has the camera presence of a seasoned comedic actor (it’s not by accident – he studied improv with the Upright Citizens Brigade) and maintains just the right level of mock seriousness. Dubin is shown strolling through a fictional representation of a Dollar Shave Club warehouse. We’ll start here with the low-budget ad heard ’round the world. Let’s look back on the history of a company that went from humble beginnings all the way to full-scale disruption of a major consumer goods industry and a $1 billion buyout from Unilever. Before long, CEO Michael Dubin had a hit viral commercial that racked up over 23 million views and made his company a significant threat to the major players of the industry. In-store razors were overpriced (not to mention annoying to purchase) and online subscription models were already gaining popularity in other industries. When Dollar Shave Club hit the scene in 2012 with a genuinely funny viral commercial (more on that in a bit), the consumer packaged goods industry – men’s shaving in particular – was in prime position to be, well, disrupted. One recent company to which the term can still be accurately applied is Dollar Shave Club. As often happens in the business world, legitimate strategies become buzzwords, buzzwords become clichés, and the cycle repeats itself ad nauseam. These days, when entrepreneurs talk about their aims to “disrupt” industries, it rings a bit emptier than it used to. ![]()
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