Father's Day is a time to honor the amazing fathers who shape our lives. On this special occasion, we want to delve into the world of advertising and highlight a remarkable Father's Day campaign that embraces the beauty of imperfection. We conducted extensive neuromarketing research on Dollar Shave Club's captivating video advert, uncovering fascinating insights into its effectiveness and impact. Join us as we explore the key findings and celebrate a brand that truly celebrates the diversity of fatherhood.

Research background

The research was conducted to complement traditional qualitative research - by using CoolTool technology including attention (eye-tracking) and facial expressions (emotional engagement) measurement.

The Power of Attention: Setting the Stage

The video begins with an empty screen and the definition of "Manifique" without sound, instantly capturing viewers' attention. By deviating from traditional approaches, Dollar Shave Club sets the stage for an extraordinary Father's Day campaign that stands out from the crowd.

A Captivating Main Character: Celebrating Imperfections

The main character with the biggest belly takes center stage, immediately captivating viewers and sustaining their focus throughout the video. This unconventional choice creates a burst of positive emotions and challenges societal norms, celebrating imperfections and embracing the diversity of body types.

Diverse Representation: Breaking Stereotypes 

To avoid predictability and monotony, Dollar Shave Club introduces multiple main characters with varying body types. This approach successfully breaks stereotypes and adds depth to the campaign, allowing viewers to relate to a wider range of experiences and promoting inclusivity.

The Power of Music: Amplifying the Message

The choice of music plays a vital role in amplifying the message of embracing imperfect bodies. By carefully selecting a soundtrack that complements the celebration of diversity, Dollar Shave Club enhances the emotional impact of the video, creating a truly memorable experience.

A Bold and Contradictory Approach: Eliciting Mixed Emotions 

Viewers experienced a mix of emotions, including surprise, skepticism, and even moments of disgust. This bold and contradictory approach of presenting imperfect bodies as beautiful adds complexity to the narrative, provoking deeper engagement and stimulating conversations.

Holding Attention and Delivering Brand Messages 

Dollar Shave Club's Father's Day campaign masterfully holds viewers' attention, creating an opportune moment for brand messages to shine. By strategically placing the messages within the video, the campaign seamlessly blends storytelling with marketing, effectively resonating with the audience.

Authentic Connection: Real Fathers, Real Emotions 

The ad concludes with a heartwarming scene featuring real fathers laughing together after the dance. This authentic and emotionally resonant moment strengthens the connection with viewers, reinforcing the campaign's message and leaving a lasting impression.

Dollar Shave Club's Father's Day campaign is a testament to the power of embracing imperfections and celebrating the diversity of fatherhood. Through our neuromarketing research, we discovered how this captivating video advert effectively captures attention, evokes strong emotional responses, and challenges societal norms. By embracing multiple body types, selecting the right music, and delivering brand messages in a compelling way, Dollar Shave Club successfully created a memorable and thought-provoking campaign.

If you're inspired by Dollar Shave Club's innovative approach and would like to unlock the power of neuromarketing research for your own advertising campaigns, we're here to help. Contact us today to learn how our advanced tools, including webcam eye tracking, emotion measurement, and implicit tests, can provide invaluable insights into your marketing content. 

Let us revolutionize your market analysis and help you create highly effective campaigns that resonate with your target audience.