Supercuts | 2019 Brand Campaign
"Don't Take Your Hair for Granted"
Strategy: The quick-service salon category is undifferentiated, filled with gimmicks to get you in-store for a cheap haircut. Supercuts needed to stand out, to attract a consumer who refused to compromise quality for price. We had the opportunity to drive consideration among these consumers by standing for something that no one else in the category stood for: hair.
Execution: To show our devotion to hair in an unforgettable way, we enlisted someone who cherishes their hair as much as Supercuts, someone who realizes what he’s lost: someone bald. Our spokesman, Michael Kelly, taunted those who take their hair for granted by cutting it themselves, covering it with a hat, or wearing it “up.” Through the new brand voice, we told the cautionary tale of how taking your hair for granted can catch up to you. If you respect your hair, you take it to Supercuts.
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PR: AdWeek, AdAge, Muse by Clio
Awards
The One Show, Merit | Film | 2020
"Don't Take Your Hair for Granted"
Strategy: The quick-service salon category is undifferentiated, filled with gimmicks to get you in-store for a cheap haircut. Supercuts needed to stand out, to attract a consumer who refused to compromise quality for price. We had the opportunity to drive consideration among these consumers by standing for something that no one else in the category stood for: hair.
Execution: To show our devotion to hair in an unforgettable way, we enlisted someone who cherishes their hair as much as Supercuts, someone who realizes what he’s lost: someone bald. Our spokesman, Michael Kelly, taunted those who take their hair for granted by cutting it themselves, covering it with a hat, or wearing it “up.” Through the new brand voice, we told the cautionary tale of how taking your hair for granted can catch up to you. If you respect your hair, you take it to Supercuts.
YouTube changed their privacy settings...new embedded videos coming soon!
PR: AdWeek, AdAge, Muse by Clio
Awards
The One Show, Merit | Film | 2020
