Dollar Shave Club is back to joking about razors—and this time, it’s using AI to do it. The men’s grooming brand, best remembered for its snarky 2011 launch video, has returned to that “rebel-jester” tone with a new 60-second spot titled “We Put Our Money Where It Matters.” Created with Israeli agency Too Short For Modeling, the ad embraces absurdity to lampoon both AI and traditional razor brands. Picture elevator DJs, cloned CEOs, and goats—not your average agency pitch deck. By using AI-generated imagery, the brand landed a wild spectacle, while leaning into the tech that everyone can’t stop talking (or worrying) about.
CEO Larry Bodner says the deliberately over-the-top approach reflects the brand’s DNA while also shining a light on how AI can be a tool instead of a threat. Dollar Shave Club isn’t just getting cheeky for the sake of it—the campaign is part of a larger plan to refresh its voice and reach younger consumers. The brand is also testing multiple AI-powered spots through digital platforms like TikTok, Instagram, and YouTube, with more videos queued up through the new year. Media buying stayed in-house with the company’s lean, 20-person marketing team pulling the strings.
Still, humor may not be Dollar Shave Club’s only blade in the drawer. Next month, a more conventional campaign (human-made this time) will hit the market. In the meantime, the company has launched its own ad agency called Order of the Blade—staffed entirely by customers. The brand even rolled out razor “college handles” to land among Gen Z’s toiletries. While the AI joke seemed to connect best with younger audiences, boomers were apparently amused too—goes to show absurdist AI goats have multigenerational appeal.
Read more at AdAge.