| Video | Audio |
|---|---|
| The narrator and the man stand next to each other in a generic room of a house. Narrator gestures to man as if showing him off. | (Upbeat music plays) NARRATOR: This is Joe. |
| Joe smiles and waves. Joe is then seen holding a generic razor and looking in the bathroom mirror while he gets ready to shave. The narrator is standing in the background and can be seen in the mirror as well. | NARRATOR: Joe still uses a regular old razor to shave. |
| Joe is then shown parking at the market, getting out of his car, and going inside. He stands in the shaving aisle with the prices all showing pretty high numbers. The narrator is at the end of the aisle just in view. | NARRATOR: That means he has to take time out of his busy day to go buy one of those overpriced razors. |
| Joe is then shown cutting himself while shaving at home. He then frustratedly throws his razor away. Joe walks out of the room and the narrator can be seen standing in the same place as before. | JOE: Ow! NARRATOR: Then he still has to throw them away after only a few uses. |
| The narrator and another man are standing next to each other in a generic room of a house. The narrator gestures to this man as if showing him off. | NARRATOR: Now, this is Bill. He’s the smart one. |
| The narrator is now shown in another house next to a different guy. He makes the same gesture as before. | NARRATOR: Bill uses Dollar Shave Club. |
| Bill is seen sitting on the couch with his family, laughing, and enjoying time together. The narrator is standing behind the couch. | NARRATOR: He doesn’t have to worry about his next shave because his razors show up right at his door. |
| Bill is seen getting up and going to the door to get his new Dollar Shave Club razors that have arrived. Now, the camera is facing Bill from the street. The delivery person turns around and we see that it’s the narrator. | (DING DONG) BILL: Thanks, Man! (waving to the delivery person) NARRATOR: Our razors are made with only the best quality, stainless steel blades, aloe vera stripe, and pivot head. |
| Bill is then shown in his bathroom easily shaving and getting ready. When he walks out of the room the narrator is there. | NARRATOR: So be less like Joe… |
| Joe is shown standing in the razor aisle at the supermarket again with multiple packages in his hand, frustrated, and trying to figure out which one to buy. Bill is shown with dollar bills piled around his living room and throwing them in the air while laughing with his family. | NARRATOR VO: …and be more like Bill, while also saving some bills. |
| Dollar Shave Club logo | VO: Dollar Shave Club. Shave time, Shave Money. |
Creative Brief
BRAND/PRODUCT: Dollar Shave Club
| What is the business problem or the business opportunity? -Get people to sign up for dollar shave club -Returning customers or subscribers Who are we talking to? Who influences them? -Men who are old enough to shave -Society tells them they have to act a certain way or look a certain way What’s going on in their lives? What cultural tension can we resolve or passion can we appeal to? -Probably juggling a lot of different things (family, work, etc.) -Want to feel like they are spending their money on a good product -Maybe want to feel like they can also enjoy some luxury even though they are told that men have to be tough What do we want them to feel? -Relaxed/Worry-free -Appreciated/Special -That the company cares and wants to give them the best What do we want them to talk about when they talk about this idea? -Positive reviews -Want them to tell their friends to subscribe as well What idea must we plant in their minds to get them to feel and talk this way? (Keep it single-minded, clear & unsexy.) -Dollar Shave Club will make life easier and is reliable -Cost effective Why is it true? -It only costs a dollar -The razors are made with quality in mind -Ships right to your house How will we judge and measure success? -Getting a certain amount of new subscribers -The number of views and comments on the video itself Mandatories/other considerations… |