Value haircut brand Supercuts has introduced a new brand campaign as part of its larger shift and investment in strategic marketing. The campaign stars actor Michael Kelly, who reminds those with ample locks to appreciate their hair.
The cross-channel campaign for the chain was created in partnership with TBWA\Chiat\Day Los Angeles, and includes a series of films that leverage Kelly’s wry humor to highlight Supercuts’ own love of hair.
Kelly (House of Cards) humorously speaks to the importance of taking care of your hair – from the perspective of someone who no longer has it. “Look at you, laughing and flipping and brushing your days away, unaware of how lucky you are,” he says, over shots of people with thick hair casually tousling their manes. He then goes on to show how people with hair disrespect their dos when they should be going to Supercuts.
The campaign underscores Supercuts’ commitment to providing a salon experience at an affordable price. The chain also wants people to know that Supercuts stylists receive more initial training than others in the category. Every Supercuts stylist attends a paid, week-long program called Hair Stylist Academy, where they are taught a proprietary technique for cutting that delivers consistent, efficient results, but still allows for flexibility and creativity.
“Supercuts has always challenged the notion that high quality haircuts have to come at a high price,” said James Townsend, chief marketing officer of Regis Corporation, which owns Supercuts. “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.
Earlier this month Regis introduced a new technology, Opensalon, which enables customers to book salon services directly through Google Search and Google Maps via desktop or mobile devices, making appointment scheduling and check-in easier.
Last year, Supercuts announced a multi-year partnership with Major League Baseball. Regis also announced the appointment of Townsend as its chief marketing officer, 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.
“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, chief creative officer, 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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