Dollar Shave Club burst on the scene in 2012 with a budget viral video that has been the core of their marketing to Millennials. But the startup subscription service has grown quickly, and they’re launching their first fully ad initiative—with a weird twist, of course. “The Crusty Razor Campaign” stars overused old razors as “anti-mascots” for the competition. The spots were co-written by Dollar Shave Club’s founder and creative director, so they remained quirky and on-brand. (MediaPost, Adweek)
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