Actor Michael Kelly, best known for playing Doug Stamper, the cold and calculating chief of staff from "House of Cards," brings his serious thespian chops to a new role: spokesperson for Supercuts.
In the campaign debuting today from TBWA/Chiat/Day L.A., Kelly has a huge chip on his shoulder. He’s bald, so he despises those who aren’t—specifically, those who take their lush manes for granted by not going to Supercuts. His serious demeanor plays out to hilarious effect in each of the spots, directed by David Shane of O Positive.
The main ad (above) shows Kelly tsk-tsking at the hirsute for not respecting their blessings—blow drying their hair in public bathrooms, shaving it off to be stylish or twisting it up into an untidy ponytail. “Look at you, laughing and flipping and brushing your days away, unaware of how lucky you are,” he sneers.
In another spot, he visits a pair of bros, one who is about to sacrifice his hairy head to a video game bet. That opens the door to Kelly’s ridiculously pensive soliloquy about what he would do if had a full mane to present to a Supercuts stylist.
A third ad sees Kelly creeping up on a shaggy-headed subway rider, almost as an excuse to share his sad anecdote that whenever he steps into a Supercuts, the stylists assume that he meant to go into the karate studio next door.
The campaign aims to highlight Supercuts’ affordable, high-quality salon experience while giving the brand a distinctive, humorous voice in the category, which seems largely defined by value or style-driven approaches.
"What we found in Supercuts was a playful, fun tonality that enabled us to bring humor to the concept of not taking your hair, or the value that Supercuts offers for granted, while still having a bit of fun connecting with the next generation of men who may face this reality one day,” said Renato Fernandezz, CCO TBWA/Chiat/Day L.A. in a statement.
“Supercuts has always challenged the notion that quality haircuts have to come at a high price,” added James Townsend, CMO of Regis Corporation. “While other brands in the category lean on gimmicks or price tactics, we’re laser focused on delivering the highest quality haircuts, from stylists who benefit from our amazing training and support ecosystem.”
Townsend is a former global partner at 72andSunny and came on board as part of Regis’ new investments in marketing, technology and merchandise to address the modern consumer.
The campaign will air nationwide on TV, digital, social and radio.