Element 79 Breaks First Supercuts Work

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Supercuts: Cutting to the chase.
Although Omnicom launched Chicago's Element 79 Partners a year ago to handle $350 million in PepsiCo food and beverage business, the shop was never meant to be a one-client agency. In December, E79 won its first new client by beating out Cliff Freeman and the Richards Group in a pitch for the Supercuts account. This week, the agency breaks its first campaign for the salon chain, which is aimed at assuring men that Supercuts understands.

Built around the tag "We Know How It Is," two new spots -- directed by Hungry Man's David Shane -- feature stylists who can see deep into the male psyche. In one, we see a montage of Supercutters sizing up their clients' needs -- and insecurities -- before they can even open their mouths. In another, stylists call for their clients by their shortcomings instead of their names, with one man introducing himself as "cheap, lazy, remote control hog." Despite one's faults -- the message seems to be -- everyone still needs a good haircut.

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