TKO’s ‘Guys’ Go to Work for Sport Clips

DALLAS TKO Advertising celebrates the activities of men in a $2 million campaign for Sport Clips breaking Aug. 4 in spot markets.

Georgetown, Texas-based TKO won creative duties following a review this past March against co-finalist Kolar Advertising and Marketing of Austin, Texas, said TKO co-founder and creative director James Walker. MQ&C Advertising, also of Austin, is handling media buying for the sports-themed male hair care franchise.

A 30-second black-and-white television spot features a series of still images. Capitalizing on the company’s “guy-centric” theme, each visual shows a man frozen in a different activity. As the word “Guys” appears in every shot, the action verb changes with each activity.

The spot opens with the text “Guys work” and shows two men in suits peering over a stack of documents. The next shot says “Guys build” as we see a man working on the outside of a building. From there we go through “Guys yell, play, catch, rock, relax, nap, golf, teach, flip, bond, think and ride.”

The commercial concludes with the client’s first tagline, “Guys win,” accompanied by the Sport Clips logo. The spot will air in more than 30 Sport Clips markets across the country for at least six months, Walker said. The effort targets consumers, stylists and potential franchisees, he said.

The campaign also includes print and radio work. One print ad features a man with a newly coiffed haircut. The text says, “Look like a quarterback. Spend like a placekicker.” It will appear in various publications, including newspapers in the client’s markets and September issues of Sports Illustrated that are sent to residents of Texas and three other states.

Sport Clips locations offer multiple televisions featuring sports programming that men can watch while getting a haircut. Based in Georgetown, the franchise has grown to 104 stores in 34 markets, up from 20 locations and eight markets a year ago. The company expects to double in size by 2004, TKO said.