This splendid video for the Dollar Shave Club has lathered itself all over the chin of the internet and it’s offering a serious disruption to a high-margin sector. Note:

  •  A nostalgic nod back to no-nonsense times (shaving as virility)
  •  Humility: he’s rubbish at anything involving throwing or catching (this brand is reachable by you)
  •  Clear repeated branding and the dead simple proposition (why wouldn’t you?)
  •  “The party is on” – hints at peer approval and that it’s an OK gang to join
  •  Acres of humour and likeability (use this and have more fun!)