My YouTube ad of the week: Amy Kean, MPG Media Contacts

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Amy Kean reviews Dollar Shave Club

Amy Kean, head of consumer innovation, MPG Media Contacts

Why I like this

When people tell me interesting things, rather than seek proof, I normally just choose to believe them. As such, I'm sure that it actually is the company CEO in this video. Does that mean that, at last, the dreaded CEO corporate blog is dead? Here's hoping.

I've heard this video described by many friends and colleagues as "the best ad ever". A bold statement, and one I believe we should look at through the use of a very scientific "great viral checklist".

Is it funny? Yes, very. Is it shocking? Yes, their blades are f**king great. Does it tug at the heartstrings? Of course - child labour, anyone? Is there a celebrity involved? Well, the Roger Federer reference certainly wasn't an accident. Is it new, fresh, unexpected, relevant? Yes, yes, yes and yes. I know how much its blades cost, I suddenly like its competitors less and, my God, do I want to be friends with its CEO.

An ad like this only comes along once in a blue moon and should be applauded, celebrated and, most importantly, learnt from.

Wish I'd thought of

It's simple, really. Best. Ad. Ever.

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Credits

Brand

Dollar Shave Club

Task

Persuade men that shaving needn't be expensive.

Execution

In the style of classic infomercials, Dollar Shave Club's CEO, Mike Dubin, explains that the company's dollar-a-month blades are not good ... they are "f**king great". In a compelling monologue, he points out how most of the money you spend on blades goes to Roger Federer and that a single-blade razor was good enough for your "handsome ass grandfather. And he had polio."

Credit

In-house

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