Supercuts
After more than half a century as a value-based salon chain, brand perception for Supercuts had fallen dreadfully out of style. For some inexplicable reason, consumers preferred to pay more for hair care. We knew taking the high-fashion route would be an exercise in follicular futility, so we repositioned Supercuts as the “Real Smart Hair” salon, putting function before fashion. Logical dads, coaches and baristas agree, if you want a dependable cut for a fair price, you get your but to Supercuts.
AD: Ben Engen
Director: Brian Lee Hughes