This film brings the absurd experience of buying razors at the store in the U.S. to life. In “Security,” a would-be customer encounters a locked fortress standing between him and the razors he wants to purchase. Before he can get access to the razors, he must justify his need to an itchy trigger-fingered security guard. Confused at the aggression, the customer continues his assertion to pick up some razors. He winds up paying for it.

The creative execution was a clear depiction of the problems experienced trying to purchase razors and the simple way that Dollar Shave Club solves them.

The campaign launched just before the holidays in fourth quarter. Dollar Shave Club leaned into cable networks that over index in men, 18-49 networks like Spike, Comedy Central, Adult Swim, and live sporting events (College Football). The campaign ran according to plan, so there was no need to adapt it at any stage. That said, based on real time response rates, the media mix was changed on a weekly basis.

The campaign launched in November 2014 and saw an increase in awareness of over 25 percent, and a doubling of website traffic from August to November compared to November to March. Once the campaign began airing, consumers related their in-store experiences - the razor fortress under lock and key, and the ridiculously expensive price - and posted them on social media:

“This @DollarShaveClub commercial with the alarm at the razor case is too real. I feel like that all the time!”

“Tired of paying $40 for cartridges,the commercial with the guy getting tased got me, I'm part of the @DollarShaveClub and satisfied.”

Social mentions of Dollar Shave Club increased by 8 percent across all social platforms, further supporting the increase of awareness.