The Ninety-Second Film That Said the Quiet Part

A man with no razor factory asked out loud why a packet of blades cost twenty dollars. Four years later Unilever paid a reported billion dollars for the company that question built.

In March 2012 a video appeared in which a man walked through a warehouse explaining that his razors were good and cheap, that the ten-bladed vibrating handle sold by the incumbent was not necessary, and that nobody should be paying twenty dollars a month to a brand endorsed by a footballer.

The film ran ninety seconds. Michael Dubin has said it cost in the region of $4,500. The website fell over within hours of it going out, and the company has said roughly twelve thousand people had ordered by the end of the second day.