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How a Dollar Shave Club's Ad Went Viral

This story appears in the September 2012 issue of Entrepreneur. Subscribe »

Ask a dozen people why they find Dollar Shave Club's online advertisement funny, and you'll probably get 12 different answers. From a machete-wielding CEO to a shaving baby to a goofy dance number, the tightly scripted video, "Our Blades Are F**king Great," has a gag to suit every taste. In the first three months after the startup posted the clip on YouTube last March, it racked up 4.75 million views--thanks in large part to shares on social media sites.

Michael Dubin, the video's star, founded Los Angeles-based Dollar Shave Club with irreverence in mind. The smug cutup, who serves as CEO, studied at the Upright Citizens Brigade (UCB) theater in New York City, where he learned how to wield humor to attract attention. 

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