Dollar Shave Club exploded onto the scene in 2012 with the simple value proposition of high-quality razors at an affordable price. Flash forward six years, and our offerings had expanded to include myriad, high-quality products for the bathroom. Thus presented the challenge: repositioning Dollar Shave Club from a razor company that saves you money to a Club that radically accepts and designs products and services for you -- no matter what you need or why you need it. In a world that was rapidly evolving what it meant to be a man, we realized that it wasn't our place to judge men, and to tell them how to behave or not behave. After all, nobody likes a know-it-all. And so our objective was clear, albeit difficult: explain to the world what Dollar Shave Club stood for and believed.

We’re at our most vulnerable when we’re alone in the bathroom getting ready. That’s when we look at our bodies in the mirror and take stock of our bellies, examine the shape of our parts, and wish for more hair here and less hair there. Then, we get down to work doing the best we can with what we have. In this film, we capture these moments of truth, and then we strive to let the viewer know that however they get ready, whatever body they’re working with, you’re welcome in our Club, and we’ve got the products and services

Our insight was a cogent message of acceptance: no matter what we do in our lives or why we do it, BEFORE we do it, we all have to get ready. And in those moments of preparation, we are all the same. No matter how different we are.

The film was shot over six days on a sound stage at Universal Studios in Los Angeles. This location was chosen because it was the only one in the USA with a stage big enough to handle the scale of the production. We built 26 unique bathroom sets with over 100 crew and upwards of 60 cast members.

The film launched on July 11 across YouTube, Facebook, Instagram TV, and Twitter.

Within 6 weeks of launching, the long form video reached nearly 4 million views (3,980,363) between YouTube, Facebook, Twitter, and Instagram TV. Facebook sentiment was measured at 88.3% positive/neutral and the video garnered DSC’s highest Facebook video engagement rate at 4.5%.

In YouTube pre-roll, the video averaged 97% of the content viewed (:27 of :30) and a 74% video view-thru-rate (VTR). Within Hulu, the ad resulted in a 9.5 PP shift in aided brand awareness, 22.6 PP shift in ad awareness, and 9.9 PP shift in consideration intent, all well above CPG benchmarks of 3.5, 5.2, and 2.5 respectively.