Sport Clips Haircuts believes men should get pampered while watching sports.
To promote that idea, Preacher launched a new campaign and tagline — “It’s a Game Changer” — to position the haircut franchise as a must for men.
This is the first work for the agency since being named AOR last summer.
First launched in 1993, Sport Clips comprises nearly 1,900 stores in the U.S. and Canada, located in all 50 states. Men can get a haircut, massaging shampoo and hot-towel treatment while watching games.
The three 30-second spots — here, here and here — were directed by JJ Adler, who has also done work for Geico, P&G and Virgin Mobile. The ads run across linear TV, streaming video, radio, social and digital.
“Our task was to get men who think of haircuts as a chore to see Sport Clips as an experience intentionally designed for them — and one they will look forward to,” said Martin Lee, Chief Marketing Officer of Sport Clips.
The focus for potential customers was comfort and relaxation, not checking off a to-do list. Sport Clips Haircuts also offers online check-in for clients.
“You can get a haircut anywhere. Sport Clips is more like getting away with one,” said Greg Hunter, executive creative director, Austin, Texas-based Preacher.
Preacher has also done work forShake Shack, High Noon, Foot Locker, StreetEasy and ESPN.