Dollar Shave Club is launching two campaigns for its first line of women’s razors. The brand is coming for competitors like Venus, Billie, and Flamingo with a campaign that goes against the grain of “pink, sparkly, frilly” packaging and products typically made for women. Dollar Shave Club announced the launch with a national campaign that includes two 30-second ads—one a traditional filmed video, the other AI-produced, each aimed at different channels and audiences. The AI-generated video portrays four anthropomorphized shaving products, including a pink, glittery razor that ends up tossed in the trash alongside something that reads “AI videos with Sora,” which is being run on TikTok for more Gen Z viewers. Dollar Shave Club has used AI in past campaigns to make fun of the technology that’s pervaded every industry, but now they’re leaning in. While those ads sparked mixed feedback, the brand’s strategy with the latest campaign is to see which ad resonates most with consumers across social media. (Marketing Dive)
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