Supercuts: Cutting to the chase.
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.