The year was 2012. The span of my internet knowledge had been budding for some time. After waking up one morning and scrolling through my newsfeed on Facebook, I had come across a video that my friend had shared stating that it had been one of the greatest advertisements he had ever seen.
I had to check it out.
As I sat there with my mouth agape, pondering the inexplicable madness of what I had just witnessed. I found myself muttering the same words as my friend. This was one of the greatest advertisements that I had ever seen. As I smashed the replay button 10 times, it quickly outpaced my other favorite advertisement.
The advertisement boasted that I didn’t need to spend 20 dollars on a razor with a flashlight and ten blades with most of that money going to Rodger Federer (who, at the time, was the poster boy for Gillette).
The ad was one of the first to really disrupt the flow of traditional advertising. With swearing, and over-the-top shenanigans running over a minute long, this advertisement was a forerunner in the out-of-the-box style and methods of digital.
This advertisement was what sparked the company into a profiting success. With over 22-million views and providing an alternative for men who don’t want to spend ludicrous amounts of money on razors, Dollar Shave Club became one of the largest providers of men’s razors in a short 4-year time span.
Well, recently, Dollar Shave Club was acquired by Unilever for $1-billion dollars. Now, in circumstances like this, the company being acquired is usually restructured and molded to fit the format of the company who acquired them. This might not be the case for Dollar Shave Club.
The creative, with its own attitude towards itself and the industry, put them in an amazing position. With that aspect backing them up, it would be hard to see Unilever try and deconstruct Dollar Shave Club and absorb them into their system of business. Everyone knows Dollar Shave Club for their creative advertising and, with good insight, it should be kept that way.
Digital advertising has reshaped and challenged the traditional methods of reaching out to potential customers. This new format, which has been met with more obscure tendencies, has been a game-changing factor for what is to come in the future of digital advertising.