Dollar Shave Club debuts ‘bullshit meter’ against grooming gimmicks
Dollar Shave Club has launched a bold campaign targeting the grooming industry with humor and unflinching honesty. Titled The Bullshit Meter, the creative introduces a device that flags overhyped products, unnecessary features, and everyday nonsense — but goes silent when scanning Dollar Shave Club razors.
The campaign highlights the brand’s commitment to delivering quality shaves at fair prices, contrasting itself against overpriced competitors and gimmicky features. “In an industry obsessed with excess, Dollar Shave Club continues to deliver exactly what consumers want: a quality shave at a great price — no ifs, ands, or bullshit about it,” the brand says.
Campaign doubles down after Super Bowl rejection
After NBC declined to air the spot during the Super Bowl for profanity concerns, Dollar Shave Club chose not to release a diluted version, instead walking away from the Big Game entirely. The decision reinforces the brand’s focus on honesty and transparency.
Larry Bodner, CEO, Dollar Shave Club: "It’s a bold move for NBC to appoint themselves the supreme arbiters of what is and isn’t bullshit. I’d love to see the minutes from their ‘Official Bullshit Committee’ meetings — I bet that’s a real riot of a department."
The Bullshit Meter campaign is running connected TV, social, and targeted digital platforms. Beyond razors, the creative playfully flags everyday “bullshit” — from fake moon landings to daylight savings — while scoring zero for Dollar Shave Club. The campaign reinforces the brand’s positioning that, when it comes to shaving, honesty should be razor sharp.
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