Angry Ex-Mustaches Cause a Scene at Dollar Shave Club's Relaxing Gentleman's Club

Dollar Shave Club has partnered with the newly launched creative studio ST. JULES, founded by longtime creative collaborators Matt Knapp and John Downing, to debut its first major campaign under a bold new creative platform: “The Club”.

Directed by Sam Hibbard and produced by Somesuch, the campaign brings to life the world of Dollar Shave Club as if it were a physical club. It’s a place where guys can be guys, and angry ex-mustaches can burst in and cause a scene.

It’s a homecoming of sorts for Matt Knapp, who led creative at Dollar Shave Club for six years, cementing its reputation for bold, subversive marketing. “The DSC years were a very special time in my career. To be given the opportunity to work on the brand again with my old mate John is something I am very grateful for” said Matt Knapp, co-founder of ST. JULES. “The brand was founded on an attitude and irreverence that we were excited to recapture. This campaign breathes life into the brand by imagining the Club as an actual place where anything can happen.”

John Downing, co-founder of ST. JULES said, “Sam and the Somesuch team brought so much to this project. It’s refreshing to work with a director who is so involved from start to finish, and brings so many ideas to the table. It was like having another creative on the project, backed by the incredible, relentless team at Somesuch."

The campaign marks a new chapter for both Dollar Shave Club and ST. JULES, and sets the tone for the type of work the studio aims to create moving forward: work that’s fun, stands out, and brings great people together.

The first instalment of the campaign debuts this week across TV, digital, and social channels, inviting audiences to step inside The Club.