Washington Square Films' Spielbergs Get Real with Absurd Shower Scents for Dollar Shave Club
Humorous campaign pokes fun at the sometimes-absurd menulls shower-gel scents.
New York-based Washington Square Films directing duo Spielbergs (Alex Karpovsky and Teddy Blanks) take a literal approach to the laughable scents for top men’s shower gels in the humorous new campaign for Dollar Shave Club’s new line of body wash, Wanderer. The spots take on common stereotypes of men’s scent marketing: the jacked-up muscle man, the party-crazed millennial and the romance novel hunk.
In “Massive Hero” a man and his girlfriend casually browse the “fully jacked amino protein delivery system” of the “Massive Hero” shower gel variety, before awkwardly returning the bottle to the shelf after a testosterone-loving bodybuilder loses his cool over the amped up scent.
The campaign also includes two additional :30s, “Deep Midnite” that features a virile gentleman taking the body wash’s alleged female-attracting powers to another level by pouring the gel down his pants; and “Neon Groove” that finds a EDM-loving party bro bringing his festival stamina to the toiletry aisle. Spielbergs weave in their signature awkward dynamic in each spot, offsetting the extreme personalities with shoppers taking in the bizarre behavior with the awe and disbelief that they each warrant.
