Viral content in 2020 is slightly different from what it used to be a few years back. Anything can go viral these days. A video of yourself scratching your back can literally trend on the internet these days.
However, it works a little differently with brands trying to sell their products. Consumers and the audience can sniff an advertisement from videos-videos away, and they are not content with the content they see on screen.
From a user’s perspective, I want to see an ad that resonates with me, something that compels me to stay over and watch it.
Dollar Shave Club has been carving it out to perfection since the first launch of its viral video.
Michael Dubin, Founder- Dollar Shave Club, sets out a daring and comical tone to their 2012 ad about razor blades that cost a dollar.
What can be special about a video of a founder selling razor blades?
If you thought about a bare-chested hunk taking forever to make one stroke to shave an inch of his beard when I talked about this video, this is not your ringarde 2020 ad that nobody cares about.
The 2012 viral hit starts with Mike and his scintillating wit ready to rock the next 93 seconds. It is shot in their ordinary workplace with no fancy tools to make it dreamy.
It aptly ticks off the relatability mark with the condensed set and people dressed in regular clothes trying to promote their product to finesse.
The video has been talked about for its humor.
However, the surroundings did tickle off a considerable contribution to its success.
Let’s skip to the part where the soul of the video lies.
Humor. Period.
Whether it is Mike saying,” Are our blades any good? No, our blades are f***ing great” or the toddler shaving a man’s head or the sloppy teddy bear or the in-between moments of wit, sarcasm and, intelligent one-liners; there was not a single moment where my interest was tossed away.
They chose storytelling to sell their brand. While they sketched an entertaining outline, they astutely pointed out how their blades are better than 20$ razors, easy to use, prime features and, how their brand has increased employment.
Anyday, I will ditch my feminine pink razors for theirs.
(I personally think all razors are the same. The pink ones are just there to rob you of more money. The hair is anyway going to grow thicker.)
Holler back to the top of the page and watch the entire video. I will leave you to identify what did you like the best.
This wit cracking video is an absolute seller.
The goal is not to copy but understand that we are in dire need of strategies for brands that are engaging and makes the consumer feel a part of your family.
What’s more?
When the video was launched, it was top on the charts for more than 48 hours. Their website crashed due to increased traffic.
That is the kind of rejoinder every brand hopes to have, but not everyone gets to see it.
Dollar Shave continued its legacy with more future viral content that continued to ring through every viewer’s heart.
I would suggest you watch video number 2, which is about buttwipes.
Who knew advertising buttwipes can be interesting, entertaining, and comically attractive?
These are the kind of commercials that I want YouTube to play in place of Chintu displaying his exceptional coding skills at the age of 10 and fake investors fighting over it. (For me, at least)
Brands need to realize that they need to make advertisements that reach out to their consumers and create a place for itself among them instead of standing on a higher pedestal.
It takes immeasurable creativity to create such an impact.
DSC’s 2012 commercial is still relevant in 2020 in a market where even 2020 is old.
The market is competitive and brainstorming relevant strategies is the only masala that can do wonders for your label.
Binge watch a few commercials of DSC and, it might inspire you with some ideas!
Are Dollar Shave Club’s ads any good?
No, They are f***ing great.
