Dollar Shave Club launched "Danglers," an AI-powered advertising campaign for its Ball Spray product, spending approximately $400 on production (Retail Dive - Technology). The campaign, which the brand claims is among its most successful, features a 15-second hero video using truck nuts as a comedic stand-in for male anatomy across exaggerated scenarios (Retail Dive - Technology). Chief Brand and Innovation Officer Laura Higgins noted that the entire creative process—from brief to completion—took one week, with the in-house team using AI tools including Higgsfield and Claude to iterate and produce campaign elements (Retail Dive - Technology).
For commerce practitioners, the shift signals a fundamental change in how brands can operate: generative AI enables faster creative cycles, lower production costs, and reduced reliance on external agencies. Higgins emphasized that AI "allows the creatives to be creative, it allows the brand managers to be strategic and it takes that minutiae out of their job" (Retail Dive - Technology). By using AI-generated visuals, Dollar Shave Club avoided the complexity and cost of hiring human actors for an over-the-top concept, demonstrating how AI can unlock creative freedom while maintaining brand voice.
The campaign also reflects Dollar Shave Club's broader strategy to recapture its original irreverent identity after years under Unilever ownership, positioning AI as a tool to "break through the marketing clutter" (Retail Dive - Technology). The brand's success with in-house AI production is reshaping its relationship with external creative partners, including Too Short For Modeling, signaling a potential shift in how brands allocate creative resources.