Dollar Shave Club Calls Out Big Razor "Bullshit" With Bold New Campaign

Feb. 10, 2026

Dollar Shave Club is doubling down on its no-holds-barred, truth-telling roots with a hilariously bold new campaign aimed squarely at Big Razor. Titled “The Bullshit Meter,” the campaign introduces a device designed to sift through the nonsense of modern life — from grooming industry gimmicks to everyday lies.

The result? While the Bullshit Meter lights up for everything from over-engineered, overpriced razors to laughably unnecessary features, it goes eerily silent when scanning Dollar Shave Club razors. In an industry obsessed with excess, Dollar Shave Club continues to deliver exactly what consumers want: a quality shave at a great price — no ifs, ands, or bullshit about it.

But the campaign doesn’t stop there. Dollar Shave Club is also calling bullshit on another unexpected target: the Super Bowl.

After network censors deemed the spot too profane and declined to air it, the brand made a bold decision — rather than release a watered-down version of the ad, Dollar Shave Club is walking away from the Big Game entirely.

Known for never diluting its message, Dollar Shave Club is sticking to what it does best: telling consumers the truth. And in the brand’s view, there’s just no other way to say it — those other overpriced razors are flat-out bullshit.

The brand’s advice to consumers? Skip Big Razor’s bullshit show and get a great shave at a great price. And for fans who know football is better on Saturday anyway, Dollar Shave Club also offers a full line of college-licensed razor handles.

Dollar Shave Club CEO Larry Bodner said:

“It’s a bold move for NBC to appoint themselves the supreme arbiters of what is and isn’t bullshit. I’d love to see the minutes from their ‘Official Bullshit Committee’ meetings — I bet that’s a real riot of a department.”

 

The Bullshit Meter campaign launches January 26 across CTV, social, and targeted digital platforms. Building trust through wit, transparency, and value, the creative makes its stance unmistakably clear: the Bullshit Meter goes off for everything from razors packed with pointless claims like “blades made from ancient samurai swords” to life’s favorite conspiracies — fake moon landings, daylight savings, or a partner’s sudden gluten allergy — but scores a hard zero for Dollar Shave Club.

Because when it comes to shaving, the brand believes the truth should be razor sharp.