To tell the origin story of Harry's, the shaving subscription service, co-founders Jeff Raider and Andy Katz-Mayfield will show you their baby pictures and their boxer shorts.
It's their way of explaining how a couple of self-professed regular guys went through puberty, sprouted their first facial hair, felt ripped off by the cost of grooming products, launched a company and angered Big Razor in the process (as in, fielded threats to have their pants sued off).
New York-based Harry's, which has used only digital and social media marketing since its founding in 2013, kicks off its first national TV campaign next week. The move follows the debut this summer of a next-generation razor and its first retail deal with Target.
The documentary-style ad, from agency Partners & Spade and directors Supermarche, launches this week across YouTube, Hulu and various digital media. It stars Harry's workers, including the baritone-voiced employee No. 2 (Jon Goldmann, director of brand engagement) who serves as its narrator, and its clean-shaven co-CEOs.