Funny and a little suggestive, Dollar Shave begins the year with a reawakening of its irreverent sense of humour. The subscription company has rediscovered its boldness and wit after losing its Unilever bindings. Private equity firm, Nexus Capital, acquired a majority stake (65%) in the business in October 2023, with Unilever retaining just 35%.

The company’s first major campaign since then aims to win back its popularity and reestablish its irreverent brand personality in the face of growing competition. The hero spot, directed by Good Times production director, Zack Seckler, features the subscription service as an elite physical “gentlemen’s club”, accessed with the password, “shave money”.

In case you didn’t notice (how could you not?), the commercial, The Club, is a description of products and services disguised in a parody-of-privilege story.

The campaign’s target audience is men 25-45 and it is running across CTV, YouTube, Spotify, podcasts, and owned digital. Dollar Shave Club will also be offering subscribers exclusive events, ticket giveaways, and merchandise.

Here’s a little history: