They are the unsung heroes on the offensive line, hidden by a helmet and a thankless job. Finally, four NFL centers will get to endorse a product like superstars, selling butt wipes to a nation bored with how they usually clean their posteriors.
Advertising Age's Michael McCarthy (h/t The Big Lead) reports that the same people behind the Dollar Shave Club are launching a new product that aims to revolutionize the way you clean up after a No. 2.
In that effort, they are also rethinking how they go about picking the type of "celebrity" to lead the charge.
Forget household names or star athletes, the company selected four NFL centers to endorse its One Wipe Charlies product, per McCarthy:
One Wipe Charlies, the flushable wet toilet-paper product launched in June, has tapped four NFL centers -- Travis Frederick of the Dallas Cowboys; John Sullivan of the Minnesota Vikings; Eric Wood of the Buffalo Bills; and Nick Hardwick of the San Diego Chargers -- to appear in the male-targeted brand's "Clean Snap" ad campaign, said Dollar Shave CEO Mike Dubin.
It's unfortunate that centers and linemen on both sides of the ball play most of their careers in near anonymity for most fans. However, that's hardly what's behind this decision. Judging by the company's first commercial that went viral, Dollar Shave Club is far more willing to think well outside the usual marketing box to attract customers.
With that same sentiment, it launched its new product with an equally funny Internet ad you can see below (video somewhat NSFW):
The centers will record radio spots armed with the tagline, "Every great play starts with a clean snap."
As for the reason he went with master snappers to hawk his product, CEO Mike Dubin states, "Everybody's got their eye on the center's ass all season long. That's why we picked them. They have to keep that area clean, not just on the field but off the field."
Well, we can't say he is wrong.
Oh, they also come cheap, because NFL centers obviously garner far less than other players on the field. On that, Dubin laughs, saying, "Let's say they're more affordable than the quarterback."
If you still aren't sold, the report states that along with whatever compensation they are given, the centers will have $1 for a charity of their choosing every time the company sees a tweet with the hashtag "#cleansnap."
Years of hard work, hours in the gym and constant training pays off for guys usually hidden along the line, as they'll get the chance to finally endorse a product like superstars. Sure, it's not sneakers or fancy cars, but it's something.
It's a dirty job, but everyone has to do it, and these four centers are going to show you a new way to do just that.
Hit me up on Twitter: