It's a 10 Haircare marks its expansion into the male hair category with its first Super Bowl ad, a cheap shot at Donald Trump's hair and notes of acceptance, inevitably viewed through the lens of the new president's recent travel ban.
The marketer was hardly the only one in Super Bowl LI addressing the new administration, directly or indirectly. 84 Lumber took on immigration from Mexico with "The Journey Begins" (and its online conclusion, featuring a giant border wall), while Airbnb used a last-second ad buy to less explicitly address the president ("We Accept.")
Nor were current events new to the big game's ad pods. Chrysler in 2012 took on the U.S. recession ("Halftime in America"), Monster.com in 2002 addressed the Sept. 11 attacks ("Thank You, America"), Coca-Cola in 1991 scratched a Super Bowl contest amid the first Gulf War ("Crack the Code"), Pepsi in 1989 welcomed openness in the Soviet Union ("Glasnost"), and Shearson Lehman Hutton in 1988 addressed Black Monday ("Program Trading").
But the level of focus on the president and his policies in particular was nonetheless notable in 2017.
"Four More Years" was created by Havas Edge and Hungry Man Productions.
Director: Super Bowl veteran director Bryan Buckley, whose other big-game spots include TurboTax's "Love Hurts" (2014), Best Buy's "Ozzy vs. Bieber" (2011), Bud Light's "Conan O'Brien" (2009), CareerBuilder.com's "Monkeys," (2005) and FedEx's classic "Desert Island" (2003).
Havas executive VP/executive creative director: Mary Webb. Art director: Kristie Pappas.
Color: The Mill. Executive producer: Thatcher Peterson. Producer: Diane Valera. Production coordinator: Robert Cohen. Colorist: Adam Scott.
Editorial: Cut & Run. Editor: Steve Gandolfi. Assistant Editor: Luc Gidden. Editorial producers: Annabelle Dunbar-Whittaker, Amburr Farls. Managing director: Michelle Eskin.
BRAND: It's a 10 Haircare
AGENCY: Havas Edge, Hungry Man Productions
QUARTER AIRED: Q3