These sensationally shaggy spots for Dollar Beard Club ooze boastful bro attitude thicker than a Brooklyn hipster's facial hair. The company, which is 100 percent real, provides members with low-cost monthly shipments of balms, waxes, shampoos and oils—everything guys need to make their whiskers more wondrous.
Using the sharp humor of Dollar Shave Club's viral videos for inspiration, Beard Club's fuzz-faced co-founder and frontman, Chris Stoikos, pulls no punches during his parodic pitch. In fact, he physically assaults any dude caught shaving in his immediate vicinity, proclaiming that Beard Club members "sure as hell won't be receiving any fucking razors from us to demolish your manhood."
In the brand's first ad, which launched in June, Stoikos explains: "Finding the time to go out and buy your monthly beard supplies is just too tough. I get it. You have a beard. You're probably too busy doing stuff like riding your motorcycle or swimming in a box full of women."
A new spot (below) targets the Canadian market with lines like, "The only blades this country uses are the ones you lace up." It shows Stoikos playing hockey (with shaving-cream cans for a target), showering with two hot gals and hanging out with a lion.
There's a method to his marketing madness. "By making your customers feel like they are part of something bigger than the company, you build trust and respect, which ultimately leads to loyalty," Stoikos tells Entrepreneur.com. He adds, "Our bodies are no different than cars. To get the most mileage out of them, you need to treat them right and maintain them routinely. I am utterly shocked at how many entrepreneurs I meet that fail to see this."
Oh, I think they're starting to catch on. No doubt some wily business-folk will soon launch the Dollar Bald Club, serving both Beard and Shave Club members' needs as time takes its inevitable toll.