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Michael Kelly Warns Us Not to Take Hair for Granted in Comedic Supercuts Ad

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TBWA\Chiat\Day Los Angeles teams up with the actor to remind us to appreciate our most undervalued asset

Michael Kelly Warns Us Not to Take Hair for Granted in Comedic Supercuts Ad

Today, hair salon franchise Supercuts has announced the launch of a new brand campaign, part of its larger shift and investment in strategic marketing. The upcoming campaign stars highly accomplished actor Michael Kelly, who reminds us all to appreciate our most undervalued asset: our hair.

The cross-channel campaign, created in partnership with TBWA\Chiat\Day Los Angeles, includes a series of films that leverage Kelly’s humor to highlight Supercuts’ own love of hair. Fueled by the insight that more men are caring more about their appearance than ever before, actor Michael Kelly humorously speaks to the importance of taking care of your hair — from the perspective of someone who no longer has it.



“Supercuts has always challenged the notion that quality haircuts have to come at a high price,” said James Townsend, CMO of Regis Corporation. “Right now, it’s as true as ever. While other brands in the category lean on gimmicks or price tactics, we’re laser focused on delivering the highest quality haircuts, from stylists who benefit from our amazing training and support ecosystem. We’re introducing an awesome new voice for the brand, and what better way to kick things off than with the unmatched talent and humor of Michael Kelly.”

The campaign is part of a larger shift by Supercuts and parent company Regis to invest in marketing, technology and merchandise that meet the needs of today’s consumer. Last year, Supercuts announced a multi-year partnership with Major League Baseball, a sport with cultural cachet and a media environment that strongly over- indexes with value-salon customers. 



Regis also announced the appointment as its chief marketing officer James Townsend, formerly a global partner for creative agency 72andSunny.

These changes are part of an effort to reinvigorate the brand’s creative approach to marketing communications to resonate with consumers, and to establish the brand voice — and humor — in the value-salon category.

The new brand work will begin airing nationwide starting July 9 across TV, digital, pre-roll, social and radio. The brand’s website and other owned channels will also receive a refreshed look with new models who reflect the modern haircut trends and style of today’s consumers.



“This campaign allowed our agency to do what we love most: Identify the soul and voice of a brand that differentiates its business within its category,” said Renato Fernandez, CCO, TBWA\Chiat\Day Los Angeles. “What we found in Supercuts was a playful, fun tonality that enabled us to bring humor to the concept of not taking your hair, or the value that Supercuts offers for granted, while still having a bit of fun connecting with the next generation of men who may face this reality one day.”

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Post Production / VFX

Post Production Company: Jamm

VFX Supervisor: Patrick Munoz

Flame Artists: Brian Hajek

Producer: Ashley Greyson

Lead Flame Artist: Patrick Munoz

Executive Producer: Asher Edwards

Color Company: The Mill

Artist: Adam Scott

Creative Agency

Creative Agency: TBWA\Chiat\Day, Los Angeles

Chief Creative Officer: Renato Fernandez

Creative Director: Cyrus Coulter, Josh Dimarcantonio

Art Director: Cyrus Coulter

Copywriter: Josh Dimarcantonio

Producer: Alicia Portner

Group Creative Director: Jason Karley

Senior Art Director: Andrew Livingston

Senior Copywriter: Simon Bruyn

Director of Content Production: Guia Iacomin

Director of Business Affairs: Robin Rossi, Jennifer Anaya (Associate)

Business Affairs Manager: Allison Fasano

Managing Director: Jennifer Nottoli

Account Director: Pamela Lloyd

Account Supervisors: Sharon Hsu

Assistant Account Executive: Raquel Devariel

Group Planning Director: John Hickman

Planning Director: Corianda Dimes (Associate)

Senior Planner: Iyana Sarrafieh

Junior Strategist: Alana Gleason

Group Planning Director: John Hickman

Senior Project Manager: Tim Tontz

Production Service

Production Service Company: The Lift

Production Company

Production Company: O Positive

Director: David Shane

Executive Producer: Ralph Laucella, Marc Grill

Producer: Jason Reda

DOP: Stuart Dryburgh

Music

Recording: Lime Studios

Mixer: Joel Waters

Music : Walker Music

Executive Producer: Sara Matarazzo, Stephanie Pigott

Producer: Danielle Soury

Offline

Edit Assistant: Ryan Andrus

Edit Company: Arcade

Editor: Geoff Hounsell

Executive Producer: Crissy DeSimone

Managing Partner: Damian Stevens

Producer: Alexa Atkin

Genres: Comedy, People, Dialogue

Categories: Hair and beauty, Retail and Restaurants

TBWA\Chiat\Day LA, Tue, 09 Jul 2019 10:44:25 GMT