A Dollar (Shave Club) for Your Thoughts?

It seems ever since the Old Spice phenomenon, everyone wants to "make" a viral hit.  In reality though, most of us understand it's rarely "made" but rather, like it's name, Viral happens as things get spread, slowly at first, and then passed worldwide through it's carriers.

Today, I was privy to the below, and I warn you, in the first 20 seconds there's the mother of all cuss words, albeit, bleeped out, so don't expect to see this during the next commercial break of CSI... but, if you aren't easily offended, here is the pitch that's taking the internet by storm:

Now, at noon CST today, this had just over 550K views, and by the time I'm typing this (10 PM CST) it is fast approaching 750K!  I even know folks lining up to create their profile and get their blades!  While not yet the most successful thing ever, it's making waves!

Why though?

Well, like most successful viral ads, it's the perfect storm.  It gets your attention, makes you laugh, but is grounded in things that hit home with the majority.  In this ad alone you have:

• A smack in the face with the swear word in the beginning, daring you to take notice.
• The poke at what is almost everyone's opinion that sports celebrities are overpaid, or at least, paid more than you!
• It then appeals to your family side, mentioning your "handsome" pop-pop while keeping him tough.
• An immediate jump to the "job" issues plaguing America during the never ending election year we're in.
• Then finishes with the thing most everyone likes, money being thrown around.

What's not to like?  More importantly, for a product and service aimed at men, what's not targeted at their audience?  Let's look at that list again with a slight tweak:

• A smack in the face with the swear word in the beginning, daring you to take notice, something most men won't mind, and will immediately laugh at and share with their pals.
• The poke at what is almost everyone's opinion that sports celebrities are overpaid, or at least, paid more than you, something most men always wanted to be growing up in the first place.
• It then appeals to your family side, mentioning your "handsome" pop-pop while keeping him tough, someone most men had or have a good relationship in their family, heck I loved my Grandpa and while a base set of many men are at odds with their father's, very few speak ill of "Pop-pop"
• An immediate jump to the "job" issues plaguing America during the never ending election year we're in, something most men have been affected by, know someone it's effected, or in a position of it at least being a worry from time to time, so it hits home.
• Then finishes with the thing most everyone likes, money being thrown around, something no man in their right mind would complain about.

What does it all add up to?  Marketing that is targeted, funny, and most importantly for a successful viral ad, share-able!  This is the most important part of not just identifying with your audience, not just making them interested in what you are hocking, but to do so in a way that makes people want to talk about it with their friends.  Viral breeds viral through this one simple act, making it "share-able".

Kudos to Dollar Shave Club!  This thing is making the rounds, and after you peel back the layers to see the genius behind it all, the only thing I'm left asking is... when does the Dollar Shave Club for women's razors start up with the same style of marketing, but for the ladies?