Dollar Shave Club Launches First AI-Generated Ad Campaign
Dollar Shave Club, known for its disruptive marketing tactics, has unveiled its first-ever advertisement created using generative artificial intelligence. The 60-second commercial, titled “We Put Our Money Where It Matters”, takes a humorous jab at traditional razor brands while highlighting the absurdity of over-relying on technology.
The ad, which aired recently, features a fictional competitor called Razor Corp. In the spot, the company’s boardroom is in disarray as executives scramble to implement cost-cutting measures after the release of Dollar Shave Club’s newest razor model. Among the rejected ideas: eliminating a lavish private jet and firing the office DJ. The punchline? The clueless CEO enthusiastically suggests replacing employees with AI as the ultimate cost-saving solution.
Comedy and AI: A Unique Blend
The campaign was developed in collaboration with Too Short For Modeling, a creative boutique led by comedians Noam Sharon and Tal Rosenthal. The team used generative AI to produce vivid and whimsical visuals, including a skyscraper shaped like a razor and a gorilla shaving in front of a mirror as part of a mock “animal testing” program. These zany scenarios underline the brand’s signature irreverent tone while satirizing the current AI craze.
“We Put Our Money Where It Matters” aims to reinforce Dollar Shave Club’s longstanding mission of cutting through corporate nonsense and delivering value to consumers. The ad leverages AI not only as a production tool but also as the subject of its joke, turning the technology into a humorous scapegoat for lazy decision-making.
Reviving a Legacy of Disruption
Dollar Shave Club rose to fame in the early 2010s with viral, low-budget ads that skewered market leaders like Gillette. This new campaign mirrors that original spirit but updates it for the AI era. By using artificial intelligence to generate complex visuals quickly, the brand continues its tradition of punching above its weight in the crowded razor market.
According to the company, the ad was created within just a few weeks, showcasing the efficiency and creative potential of AI when wielded with purpose. The goal wasn’t just to produce a commercial but to create something “meme-worthy”—a piece of content designed to go viral in today’s fast-paced digital landscape.
Consumer Reactions to AI in Advertising
The use of AI in advertising remains a polarizing topic. While some viewers are intrigued by the novelty, others criticize such campaigns for lacking the warmth and authenticity of human-made content. Recent examples include McDonald’s Netherlands, which faced backlash for an AI-generated holiday video, and Coca-Cola, whose AI-driven seasonal campaigns have sparked ongoing debate.
In contrast, Dollar Shave Club’s ad cleverly sidesteps potential criticism by making AI the butt of the joke rather than the hero. The absurdity of Razor Corp’s CEO proposing AI as a fix-all solution underscores the dangers of over-automation and reinforces the value of human creativity and common sense.
Strategic Marketing in a Competitive Landscape
This campaign marks another significant push in Dollar Shave Club’s 2025 marketing strategy. In September, the company launched its largest campaign to date to promote two new razor products. That effort emphasized authenticity by featuring real customers—dubbed the Order of the Blade—who contributed ideas for billboards and TV spots.
By blending AI-driven humor with user-generated content, Dollar Shave Club is carving out a unique position in the market. It’s not just competing with legacy brands like Gillette and Schick but also fending off a wave of new direct-to-consumer startups. The brand’s approach underscores the importance of agility, authenticity, and clever storytelling in today’s saturated advertising space.
A Decade of Ups and Downs
Founded during the early wave of e-commerce, Dollar Shave Club quickly became a poster child for DTC success. Its acquisition by Unilever in 2016 for $1 billion signaled a shift in how legacy CPG firms viewed upstart challengers. However, the brand’s journey hasn’t been without bumps. In 2023, Unilever sold the company to a private equity firm, reflecting broader volatility in the DTC sector.
Despite these challenges, Dollar Shave Club remains committed to innovation and brand differentiation. Its latest AI-generated spot is more than just a marketing gimmick—it’s a strategic move to stay relevant, spark conversation, and connect with a digitally savvy audience.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.