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.