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Creative

Never Miss an Important Moment in Supercuts' Cinematic Spots

72andSunny Los Angeles and media agency Assembly cut through high pressure scenarios with humorous outcomes

Never Miss an Important Moment in Supercuts' Cinematic Spots

With limited hours in the day and a busy work / personal life – it can feel like next to impossible to find the time to sit and get a quality haircut.

Today, leading salon brand Supercuts, unveils their new brand platform, “It’s not just any haircut, it’s Supercuts.” In a cross-channel partnership with creative agency 72andSunny Los Angeles and media agency Assembly, the brand leans into the equity of their name and humorously showcases intense moments where individuals show up confident and looking good (with a new haircut of course!), even in the midst of high pressure situations. 

Director Conor Byrne was enlisted to create a cinematic feel to each high pressure scenario portrayed in three 30 second films –

  • Scenario one:  Asteroid heading towards earth and the controller needs to divert it’s path 

  • Scenario two: Timpanist is needed during the grand finale of an orchestral performance

  • Scenario three: Head juror stepped out during recess and the court is back in session awaiting the final verdict

Throughout each film, the main character is cool, calm and confident knowing that when choosing Supercuts they’ll get in, out and back to the real-world with time to spare…. And look good while doing it.

Flaunting a new modern visual style, the team also worked with photographer duo JUCO to develop a fresh take on the standard hair portrait which will be featured in all Supercuts salons across the US. The combination of the brand's poppy colours with animated expressions allowed us to capture the feeling of confidence a fresh Supercut gives you, while also making the haircut the ‘hero.’

Melissa Amponsah, VP/head of marketing, Supercuts: “Supercuts has the highest brand awareness of any brand in the hair salon space, yet the brand remains profoundly misunderstood in culture. We have a satisfied, loyal customer base who choose us for our convenience, our value and the confidence they have in our talented stylists. ‘It’s not just any haircut, it’s Supercuts’ pulls together all of the attributes that together separate Supercuts from any other salon choice in a way that’s relatable, can’t be replicated and allows us to share our story with those who both know and choose us, and those who don’t yet know us properly.” 

“It’s not just any haircut, it’s Supercuts” will begin airing nationwide on Monday, October 18th on social, digital and audio platforms. 


Featured Companies: EXILE

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Brand: Supercuts

Creative Agency: 72andSunny Los Angeles

Director: Conor Byrne

Production: m ss ng p eces

Editorial: Exile

Music: Mean Machine

Category: Hair and beauty , Retail and Restaurants

Genre: Action , Comedy , Dialogue , People , Storytelling