By now, we have all seen the commercial above. Dollar Shave Club put out this video in 2012 and it became a viral hit, and they did it for under $5,000. That is correct! the video only cost the company $4,500. Even better, it got the company 12,000 new subscribers in the first two days (MarketingLand). In all definitions of the word, Dollar Shave Club's opening promo was an incredible success.
The question now is, why? Why did this video strike such a chord with people? In part, it's popularity is due to it being the complete antithesis of all the other razor commercials at the time. Razors were being marketed at the time like a luxury car. The videos show of the curves and blades of a razor like they were selling you a Porsche. Dollar Shave Club's promo, with its deadpan humor, asks them why. Why are we paying for features that may or may not be effective? Their message, all you need is good stainless steel blades and a lubrication strip to prevent friction, and we can give you that for a fraction of the cost.
Humor definitely helps, but the message is simple and clear, and they pull no punches when stating the ridiculousness of the razor market. While it normally would be considered too long, the "Our blades are f**king great" draws you in, and the ridiculous images keep your attention throughout the entire video. The view can't help but wonder what comes next and has to stay to see.
So this is the take away. You don't have to have a lot of money to make a compelling promo. Just be straightforward and keep your audience wanting more. Just be "f**king great"!