Pop quiz, hotshot: When was the last time you changed your razor blade?
Most guys probably have no clue. And that’s exactly the kind of behavior that Dollar Shave Club’s new videos are trying to change. The series of four hilarious TV commercials feature characters such as Jacques The Filthy Razor, who speaks with a bad French accent and is crusty like a baguette, and Zeke The Dirtbag Razor, who tries to initiate a shower threesome. The videos aim to dispel the myth that swapping out new razor blades regularly is a luxury reserved for the 1%.
Dollar Shave Club is a subscription service that delivers 4-5 new razors to guys monthly for $1 to $9 per month depending on the type of blade (2-, 4-, and 6-blade versions are available). [Full disclosure: I used to work with founder Michael Dubin.] The company has 2.2 million subscribers and has expanded into other grooming products, including shaving cream, hair gel, and butt wipes (yes, butt wipes).
This isn’t Dollar Shave Club’s first foray into viral video territory. It’s first video, titled boldly “Our Blades Are F**king Great”, has been viewed more than 20 million times.
You can watch all of the new videos below: