In an obvious over-the-top parody of DollarShaveClub's "Our Blades Are F***ing Great" debut commercial, Jeremy’s Razors enters the scene. Instead of traversing through a cheap warehouse, the oh so humble God-King CEO parades around in Gucci, swilling bourbon, while he declares an all-out war on other razor companies. This after making a grand entry in a McLaren, almost running over an employee. He's also trailed by model assistants and checks out a flamethrower along the way. As you do.
"Do you remember when there were two genders, and only one and a half of them had to shave their mustaches? ...."
" Harry's Razors used to advertise on our shows - that's before some peon who works for me went and said that boys are boys and girls are girls and that was just too much for Harry's..."
"They called it values misalignment, you're damn right our values are misaligned, and it's not just Harry's either, Gillette razors used to be the best a man could get, until they decided that men are too toxic, unless you're the kind of man who teaches his daughter to shave her beard..."
And here comes his pitch, "if you've had enough of the woke and are tired of paying companies like Harry's and Gilette to hate you, buy my new razor instead" he says as he sets fire to the competition with a flamethrower. Subtle.
The targeting here is to grab the people that the "men of tomorrow" Gillette ad ticked off. That adverse reaction was compounded when dad taught a trans-identified to shave, and then the alternatives like Unilever owned Dollar Shave Club showed everyone including drag queens getting ready, which didn't seem to cause as much uproar but made some walk away from that brand as well. Wilkinson Sword owned Harry's was the last brand standing, that is, until a Twitter user with she/they pronouns and only 2 followers at that time (now they have 45) complained that Harry's advertised on Michael Knowles show. "The same Michael Knowles who is spreading homophobic and transphobic content. He had Joesph Nicolosi jr as a guest on his show and equates being trans to having schizophrenia." the Twitter user named @flyingsodacan1 said. Harry's responded as if a major influencer or celebrity with extreme pull had just admonished them publically:
Thanks for bringing this up. We condemn the views in this video, which are inexcusable & at odds with our longtime support of the LGBTQ+ community. We've ended our relationship with this show & are looking into our sponsorships to prevent any values misalignment going forward.
— Harry's (@harrys) March 20, 2021
So Harry's withdrew their advertising from the Daily Wire while condemning the media companies' product on the way out. And that was the start of this razor war.
Finally, it’s worth noting advertisers leave all the time for all sorts of reasons. That’s totally appropriate. They have their own businesses to run.
But to CONDEMN our product - and thus our audience - after we’ve PROMOTED your product is assholish behavior.
— Jeremy Boreing (@JeremyDBoreing) March 22, 2021
So yes, the razors are real and can be purchased at ihateharrys.com, which will simply redirect you to Jerry's Razors. The target market is obviously anyone who shaves and is irritated by "woke", which may be a rather large market segment, though I would love to see the research on that. In my humble opinion, I wish we had products that didn't constantly take a stand, I just want a razor, you know? But in the days of greenwashing, ethics-washing, LGBTQ+washing it was invariable that would eventually get revolt-washing. Every action creates a reaction.
So here we are, differentiating razors that are all essentially the same and priced similarly by the ads brand attitudes, much like we've done for brown soda for decades. Except this is truly political in essence.
The Daily Wire started this endeavor because as Jeremy Boreing explains it [the left] “is happy to bifurcate the culture, ripping it in two. They’re convinced there will be no economic consequences for this because, as I said, you need their products.”
“So, to win, we have to rip the economy in two. We have to give conservatives their own companies and their own products to buy. We have to build market alternatives that, in success, will force the Left to take real losses if they don’t compete directly for our business.” Jeremy Boreing continued.
“It means fighting in the economy and culture, not just complaining about the economy and culture. And it means starting for-profit companies that create economic incentives for better behavior.”
After years of people saying "build your own social media" and "build your own youtube/Reddit/bank/credit card company" I'm a little surprised that we've reached "build your own razor company", but here we are. What next?
Ad Agency: In-House at the Dailywire
Principal talent: Jeremy Boreing