"Dollar Shave Club is again taking shots at legacy razor brands, this time with the aid of generative artificial intelligence, per details shared with sister publication Marketing Dive. A new 60-second spot shows the boardroom of a fictional rival, Razor Corp, as leadership scrambles to cut costs in the wake of Dollar Shave Club introducing its "best razor ever.""
"Dollar Shave Club, a pioneer in the direct-to-consumer space, is extending its mission of taking down "corporate B.S." in the razor category with an ad that heavily relies on generative AI but also makes technology the butt of the joke. The brand and partner Too Short for Modeling leveraged AI to animate complex visuals, like a towering skyscraper shaped like a razor and "animal testing" that shows a gorilla shaving, while keeping to a development timeline of just a few weeks."
Dollar Shave Club launched a 60-second spot that uses generative AI to lampoon legacy razor competitors. The ad depicts a fictional rival, Razor Corp, where executives consider cost-cutting measures and ultimately propose replacing employees with AI. The campaign leverages AI to create complex visuals, including a skyscraper shaped like a razor and a gorilla shaving in "animal testing," while adhering to a development timeline of a few weeks. The spot was developed with creative boutique Too Short For Modeling. The campaign reinforces Dollar Shave Club's irreverent positioning and arrives amid mixed consumer reactions to AI-generated creative.
Read at Retail Dive
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