Maybe 'Firing Shots' at Competition IS the Solution... to go Viral.
This Ad attracted an unanticipated amount of traffic, crashing the company's server in the first hour.
Good morning!
Today, we’re discussing the art of ‘firing shots’ at rival businesses or formerly— disruptive messaging.
This time, it came directly from Dollar Shave Club (DSC) CEO Michael Dubin.
Firstly, to successfully disrupt, focus on what a rival lacks, its prices,
or what it does wrong, and then point that out (humorously!)
Why?
Fellow businesses understand the psychological hold competitors have on their customers more than anyone,
Because they do the same thing ( All great businesses/brands do).
Isn’t that bad? No!
We gradually develop a sense of loyalty to brands by using the same products, devices, clothing brands, restaurants, etc.
Some of our choices are logical to a point (Cheap vs Durable).
Some are purely preferential (Sedan vs SUV)
Some are emotional (Buying a particular cleaning product because that’s what your mom/household bought for years)
Some are driven by ego (Designer items),
Some are simply controlled, e.g., by our taste buds (McDonald's vs. Burger King).
So,
Micheal Dubin took a jab at the ego marketing done on Gilletes’ customers,
Emphasizing that they wasted $19/m to give Roger Feddera, Gillette brand ambassador at the time.
He jokes about the idea that big-brand razors are overpriced because customers are not only paying for the product-
but funding the company’s expensive marketing, sponsorships, and endorsements.
He also emphasized the blades' unnecessary features:
‘Vibrating handle, flashlight, back scratcher, and 10 blades.’
But you can’t ‘point fingers’ at your competitors without showing your worth.
So, the CEO took matters into his own hands by leveraging direct response marketing with disruptive messaging.
Without the two, the Ad would have been a viral diss video with poor sales.
Here’s how to successfully do both in one Ad + more:
VIRAL MOMENT
It opens with Dubin confidently introducing himself and his business, which brands usually see as a red flag for skipping.
Still, it worked because everyone else feared doing that: old-school direct-response or direct-to-consumer marketing.
After introducing his $1/m offer, he immediately dispelled objections by boldly stating,
“Our blades are f**king great.”
He then engages with staff, operates a forklift, and blends humor with a clear subscription explanation:
high-quality razors for $1 a month.
I love this part, which many people may have missed: Dubin strategically showcases their warehouse (to give it a human touch).
Usually, consumers see businesses as faceless & their workplaces as robotic.
If you can show your office, workplace, studio, etc., your brand will not seem distant but ‘close.’
It gives the impression that ‘I know what their workplace looks like.
I’m practically part of the goal/brand!’
For the disruptive message, it’s pretty hard not to accept Dubin’s speech as the truth.
Many consumers did feel they overpaid for big-brand, over-engineered shaving products…
He can play tennis like Roger Federer, too! So why not give him your $1 instead?
BTS: The CEO, Michael Dubin, has a background in sales and marketing,
which explains the calculated, widely successful ad he wrote, starred in, and directed with a $4500 budget,
It is a ridiculously small amount compared to industry/competitors’ standards.
The Challenge
Before DSC, legacy brands sold expensive, over-engineered razors that dominated the men’s shaving market (Gillette, Schick, etc).
Consumers had limited affordable options, and the razor subscription model was virtually nonexistent.
DSC was up against a $50 billion giant, Gillette.
Michael Dubin & Mark Levine founded Dollar Shave Club. They operated in a small warehouse in California.
Prior to that, the pair met at a party in 2011 and discussed their frustrations with the cost of razor blades.
By 2012, DSC was a small startup with a small team and limited funding.
…The membership service launched via a viral YouTube video on March 6, 2012.
This catapulted them into the spotlight, bringing 12,000+ orders within 48 hours…
Ultimately, this led to Unilever's $1 billion acquisition in 2016.
Create
Identify Your Core Message
Start with one strong idea:
-What problem are you solving?
-Why is your product/service better?
-How does it benefit the customer?
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Write a Relatable & Funny Script
Use humor:
-Conversational: Write like you’re talking to a friend.
-Witty & unexpected: Use humor that feels natural but not forced.
-Memorable scenes: Show unexpected characters like a bear mascot.
✔ ‘Big-name marketing gurus charge $3,000 for advice you can find in books.
Our $10 guide gives you what actually works—without being homeless.
Shooting a Low-Budget, High-Impact Video
You don’t need fancy production—just:
-A charismatic speech
-A simple setting (office, home, warehouse)
-Engaging visuals (props, movement, funny interactions)
💡 Walk through an office, interact with “employees,” & use props that reinforce your points.
Use a Strong Call to Action (CTA)
Tell people exactly what to do next:
- ‘Click below to grab your $10 guide.’
- ‘Sign up now—no fluff, just results.’
Summary: Clear Value ⮕ Problem Statement ⮕ Solution ⮕ Call to Action.
Key Take Away For Entrepreneurs
The Ad sparked a wave of DTC (direct-to-consumer) brands following the same approach.
Don’t follow the traditional ‘Ad rules’ religiously.
Metrics
Fun fact
Although the company primarily markets its products to men, approximately 20% of its customers are women.
"Creativity is intelligence having fun." — Albert Einstein
Links: Viral Ad’s Wiki, DSC website.