Supercuts Tries A Different Style




McCann’s Image Work Aims to Broaden Salon Chain’s Client Base
SAN FRANCISCO–McCann-Erickson here unveils a new campaign for Supercuts this week, featuring a new tagline, “As hip as you want to be.” Radio, TV and print ads will run in the salon chain’s markets nationwide.
The new tag marks a shift in strategy for San Francisco-based Supercuts. McCann’s first work for the client, which broke in early 1996, used the tagline, “It’s you,” and specifically targeted cost-conscious men alienated by the atmosphere of most hair salons.
“When we first won the Supercuts business, the client was in a state of flux,” said Dave Tutin, McCann’s executive creative director. “A lot of work has gone into developing a new strategic direction, and our new work is just one of the end results.”
The new ads are designed to reach men and women, positioning Supercuts not only as a place to find an inexpensive haircut, but as a trendy salon offering the latest styles.
“Supercuts is moving with the times,” Tutin said. “They want to be seen as slightly more upscale, and in tune with changing hair fashion.”
Three 30-second TV spots focus on the hairstyles of different Supercuts customers. In one effort, a handsome older man with a receding hairline smoothes his hand over his hair. “It’s going fast, so I’d better enjoy it,” he muses. In another, a young waitress with short, spiked hair enhanced by barettes thinks to herself, “My father hates it, so I love it.”
“We’ve already let people know that Supercuts is the place to get the cut you want,” Tutin said, “but now we take it one step further by using the concept of ‘whatever you call it, we can cut it.'”
One of the print ads shows the different types of male customers who regularly go to Supercuts.
Tutin worked on the campaign with copywriter John Mattingly and art director Kevin McCarty. The spots were directed by Yariv Gaber of Moxie Pictures in Hollywood, Calif.
McCann’s annual billings from Supercuts are estimated to be at least $10 million. Supercuts is owned by Regis Corp., Edina, Minn.