Great Clips taps NFL great Drew Brees to teach dads the back-to-school playbook
As summer vacation comes to a close and families gear up for their kids’ return to school, hair salon chain Great Clips has rolled out a campaign featuring former NFL star and father-of-four Drew Brees, who shows how dads can be a team player – starting with a good haircut.
Great Clips today launched ‘Dad’s Back-to-School Playbook,’ a campaign designed to help train dads for back-to-school season like a quarterback would gear up for football season.
The campaign comprises a spot featuring retired New Orleans Saints quarterback Drew Brees, as well as a whole host of social media content from stay-at-home vloggers The Dumb Dads, TLC’s Busby Family and others.
“As many dads have spent more time at home over the past two years, they’ve re-evaluated their work-life balance and have formed tighter connections with their kids,” Great Clips’ vice-president of marketing and communications Lisa Hake said in a statement shared with The Drum. “More and more, dads see parenting as a key part of their identity, so we wanted to support them as they head into the back-to-school season.”
In the spot, Brees is tasked with breaking down “dad film” instead of game film, meaning footage of dads being good parents. Like NFL stats, Brees has dad stats, including “571 bedtime stories read” and “1,879 lunches packed.” One dad scores a “championship-level defense” from Brees when he swiftly snags a bag of ill-gotten cookies from his son. As the clip goes on, Brees and his three boys go to Great Clips to get confidence-building haircuts ahead of their first day of school.
In addition to the spot, various influencer dads and their families – including Dumb Dads, the Busby Family, The Bramfam and Burton B Buffaloe – will share their Great Clips back-to-school cuts across social media, showcasing how the brand helps make back-to-school preparation easier with Online Check-In, ReadyNext text alerts, which notify customers when their estimated wait time reaches 15 minutes, and ClipNotes, which saves each customer’s haircut preferences.
The influencer content is slated to run throughout the rest of July.