McCann Gets ‘a Little Crazier’ in Supercuts Ads

Being hauled into a salon for a haircut by two stone-faced men in jumpsuits may not be a common occurrence. But it proves you don’t need an appointment.

Supercuts this week breaks eight new 15-second and four 10-second TV spots from McCann-Erickson, San Francisco. Featuring a campy, well-coiffed announcer promoting the salon chain, the offbeat ads promise fashionable styles, lower prices and multiple locations—as the jumpsuit men perform random acts, such as playing table tennis.

Spending on the campaign is estimated at $10 million.

“Our challenge was to get a fresh new idea and take some risks,” said Tom Giovagnoli, McCann group creative director. The ads, he said, “tell a very simple story, which allows us to be a little crazier.”

One ad sees an average Joe transformed into a hunk after visiting Supercuts. In another spot, a woman who is snubbed by clerks at a fancy boutique returns after getting a haircut at Supercuts. She gets immediate attention, with help of the jumpsuit guys blowing air horns.

The campaign keeps the 3-year-old tag “As hip as you want to be,” but is a departure from last year’s ads, which focused more on fashion.

“We were looking to expand our message points,” said Mary Kiley, vp of marketing for Regis Corp., which owns Supercuts. By using humor, the company also wanted to “make people feel good about getting a haircut at Supercuts,” said Patti Langworthy, director of marketing for Supercuts in Minneapolis.

Ads primarily target men, but extend to women and families. TV work will air in 40-50 major spot markets. Print ads will appear in local newspapers and USA Today.

Supercuts has 1,600 locations in the U.S., Canada, Puerto Rico and the U.K. McCann has handled the account since 1995.