(Bald) actor Michael Kelly resents people with hair in Supercuts' brand campaign

He reprimands careless shaggy heads in new effort from TBWA/Chiat/Day L.A.

Published On
Jul 09, 2019

Editor's Pick

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. 
 

Credits

Date
Jul 09, 2019
Client:
Supercuts
Agency:
TBWA/Chiat/Day-Los Angeles
Director:
David Shane
Production Company:
O Positive
Chief Creative Officer:
Renato Fernandez
Group Creative Director:
Jason Karley
Creative Director/Art Director:
Cyrus Coulter
Creative Director/Copywriter:
Josh DiMarcantonio
Senior Art Director:
Andrew Livingston
Senior Copywriter:
Simon Bruyn
Director of Content Production:
Guia Iacomin
Producer:
Alicia Portner
Director of Business Affairs:
Robin Rossi
Associate Director of Business Affairs:
Jennifer Anaya
Business Affairs Manager:
Allison Fasano
Managing Director:
Jennifer Nottoli
Account Director:
Pamela Lloyd
Account Supervisor:
Sharon Hsu
Assistant Account Executive:
Raquel Devariel
Senior Project Manager:
Tim Tontz
Group Planning Director:
John Hickman
Associate Planning Director:
Corianda Dimes
Senior Planner:
Iyana Sarrafieh
Junior Strategist:
Alana Gleason
Executive Producer:
Ralph Laucella
Executive Producer:
Marc Grill
Producer:
Jason Reda
Director of Photography:
Stuart Dryburgh
Production Service Company:
The Lift
Editorial Company:
Arcade Edit
Editor:
Geoff Hounsell
Assistant:
Ryan Andrus
Managing Partner:
Damian Stevens
Executive Producer:
Crissy DeSimone
Producer:
Alexa Atkin
VFX Company:
Jamm VFX
VFX Supervisor/Lead Flame Artist:
Patrick Munoz
Flame Artist:
Brian Hajek
Producer:
Ashley Greyson
Executive Producer:
Asher Edwards
Color:
The Mill
Artist:
Adam Scott
Recording Studio:
Lime Studios
Mixer:
Joel Waters
Music:
Walker
Executive Producer:
Sara Matarazzo
Executive Producer:
Stephanie Pigott
Producer:
Danielle Soury

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Project Type