Ads We Like: Dollar Shave Club puts dad bods on display in Father’s Day campaign
Dad bods come in many shapes and sizes, from the smallest of love handles to the most pot-shaped of potbellies. Dollar Shave Club is celebrating all those who sport the not-quite-chiseled physique in ‘Manifique: A Father’s Day Gift,’ a showcase and celebration of dads.
Dadbod for Dollar Shave Club
As Father’s Day approaches, Dollar Shave Club knows that some dads are difficult to buy for, so the company has pulled together its first-ever DadBod Gift Set, the perfect gift to help dad look, feel and smell his best. It’s filled with everything a dad needs for daily grooming, including shave butter, lotions, shampoos, razors and even toothpaste.
To promote the set and dads in general, Dollar Shave Club is trotting out a dance line of men in towels, robes and underwear to sing about their marvelous shapes. It starts on a black screen, spotlighting a single man in a towel with a prominent belly. As the music starts, he sways back and forth to the techno beat. Then, spotlight on two more men, then several more, all spotlighted on pedestals in various states of dad-ness.
In the middle of the nearly two-minute video, they line up for a choreographed dance to the original song, Dadbod, which features a growling voice over the techno beat, with lyrics like “I work hard to get my dadbod…my physique, is unique…manifique.”
After the synchronized dance moves, the dance ends with a text-over that states “Whatever your bod, welcome to the club.”
The creative was done by Dollar Shave Club's in-house team, and the video will run on social, digital and TV channels.
The spot comes a year after Dollar Shave Club’s ‘Get Ready’ campaign that featured a diverse group in their grooming rituals, and several months following its takeover of Times Square.
