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A Deeper Clean With One Wipe Charlies


Über Content's Lucia Aniello writes & directs sequel to Dollar Shave Club #1

A Deeper Clean With One Wipe Charlies

Über Content’s Lucia Aniello reunites with Dollar Shave Club’s funny-man CEO Michael Dubin to direct a video announcing the mail-order subscription services’ newest and first non-shave product: flushable toilet wipes for men.
For the DSC’s unlikely product launch, Aniello and Dubin stuck with the deadpan humour from the start-up’s original 90-second pitch.



After uncovering research that revealed 51% of men use flushable wipes, Dubin saw an opportunity to expand the scope of his bathroom service offerings, launching a product that isn’t generally marketed to men and is usually hidden from display in the bathroom.  The Dollar Shave Club solution: a package of 40 wipes that costs $4 for a monthly delivery.

In the promotional video released this morning, Über Content director Lucia Aniello introduces One Wipe Charlies by boldly adapting the irreverent style that worked so well in the original promo to a much more sensitive arena.  Both Upright Citizens Both Aniello and Dubin are alumni of the Upright Citizens Brigade and referred back to their improv days to create another witty video explaining “all this fancy butt stuff,” with just the right amount of nonsense. 

The viewer follows Dubin as he walks through a series of nonsensical scenes, starting with the CEO on the toilet.  We join Dubin as he berates a chils, chats with a bear, and drops in on warehouse employee Alejandra, whose cameo appearance finds her in the desert uncovering golden nuggets – all the while waxing eloquently about the wiping experience.  The video culminates with Dubin amongst a Special Forces unit, delivering a less-than-coy sales pitch for the new toilet paper product: "the softest, fastest, manliest way to wipe your ass.”


Check out Dollar Shave Club at:


Brand: Dollar Shave Club "One Wipe Charlies"
Title: "Let's Talk About #2"

Writer/Director: Lucia Aniello
Production Company: Über Content
Owners/Executive Producers: Phyllis Koenig, Preston Lee
Executive Producer: Steve Wi
Producer: Jake Cassidy
DP: Chris Westlund
Art Director: Zebah Pinkham
Editor: Rob Paglia
DSC CEO: Michael Dubin

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Categories: Beauty & Health

über content, Wed, 05 Jun 2013 10:13:42 GMT