On May 21, 2018, a fledging, direct-to-consumer soap brand called Dr. Squatch gambled $18,000 on a YouTube video. Starring comedian James Schrader, the three-minute spot was more of an explainer than an ad, and the writing was more manifesto than marketing. “Listen up! The soap you shower with? It’s sh*t,” barked Schrader, standing in front…
