A Game Changer Indeed: Sport Clips Humorously Redefines the Male Haircutting Experience in New Campaign from Preacher
By thelaegotist / /
Sport Clips Haircuts, the leading haircutting franchise with locations in major markets including Los Angeles, New York and Chicago, and that lets men and boys get coiffed and pampered while watching sports, has launched a new campaign and tagline, “It’s a Game Changer.” The clever platform re-positions haircuts as something men actually want to get, rather than something they need to get, and comes to life in a humorous integrated campaign created by independent creative agency Preacher, Sport Clips’ AOR snce last summer.
At the center of the new national push are three 30-second films that playfully circle the notion that you can never truly have your cake and eat it too. Unless, of course, you’re at Sport Clips getting your hair cut. The ads were directed by award-winning comedic director/writer talent JJ Adler (she also founded Ruckus Films) and are appearing across linear TV, streaming video, social and digital, with additional ads running on radio.
“As a category, men’s haircuts can lack fandom and loyalty, but the Sport Clips experience creates both. 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. “Sport Clips gives men a place where they can both get something done (a haircut) and relax (watch sports, get a massaging shampoo and hot towel treatment) at the same time. It gives them a break from everything else on their to-do list, while also checking something off on their to-do list. That’s what makes Sport Clips a true game changer.”
Sport Clips launched its first location in Austin, TX in 1993 when Founder and Chairman, Gordon Logan, a formeraircraft commander in the U.S. Air Force, “wanted to create a place where guys could take care of one of life’s necessities – a haircut – and say ‘This is my kind of place; I feel comfortable here’ when they walked in the door.” Today, Sport Clips has nearly 1,900 stores in the US and Canada, and is the only national hair care franchise with locations in all 50 states.
“The biggest unlock for us, both strategically and creatively, was learning the role sports truly play at Sport Clips. Once it became clear it was all about comfort and relaxation–not energy and exhilaration–we were off to the races. Because making this need-to-do feel like a get-to-do is rare. Especially among national hair care chains. You can get a haircut anywhere. Sport Clips is more like getting away with one,” said Greg Hunter, executive creative director, Preacher.
Creative Credits: Sport Clips “It’s A Game Changer”
Client: Sport Clips
Chief Executive Officer: Edward Logan
Chief Marketing Officer: Martin Lee
Senior Director of Marketing: Danielle Linden
Marketing Coordinator: Joel Deeter
Technical Experts + Stylists: Sport Clips
Technical Expert: Aggie Kirby
Technical Expert: Tina LoPresti
Artistic Team: Carly Larsen
Stylist: Jacqueline Widtmann
Stylist: Rita Alicia
Agency: Preacher
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney
Executive Creative Director (AD): Kellyn Blount
Executive Creative Director (CW): Greg Hunter
Associate Creative Director (AD): Elliot Eliash
Associate Creative Director (CW): Chris Vandersall
Art Director: Will McLeod
Copywriter: Sydney “Syd” Solis
Designer: Jenna Krackenberger
Group Brand Director: Heath Tavrides
Associate Brand Director: Taylor Jansen
Head of Strategy: Marika Wiggan
Strategy Director: Eugene Lin
Junior Strategist: Tashanee Williams
Senior Producer: Lauren Bauder
Head of Production: Stacey Higgins
Business Affairs: Miiko Martin
Production Company: Ruckus Films (@ruckusfilms)
Director: JJ Adler (@JuhjAdler)
Executive Producer: Greg Jones (@GSJ2LA)
Head of Production: Sabrina Mossberg (@Sabsmo)
Line Producer: Taeko Masuyama (@TaekoMas)
DP: Laura Merrians (@lauramelodygoncalves)
AD: Timothy Harris
Production Designer: Joe Bristol
Stylist: Kelly Pasek
Gaffer: Jules Tomko
Key Grip: Joe Gajewski
Editorial: Cut & Run (@cutandrunedit)
Editor: Frank Effron
Assistant Editor: José Michelena
Post Producer: Cecilia Melton
Executive Producer: Bebe Baldwin
Finishing: Jogger (@joggerstudios)
Creative Director: Andy Brown
Flame Artist: Jan Cilliers
Flame Artist: Brendan Crockett
Producer: Joel Paisner
Head of Production: Diana Cheng
Color: Company 3 (@company_3)
Colorist: Tim Masick (@timmasick)
Music: New Math (@newmathmusic)
Composer: Joey Spallina
Producer: William Taylor
Executive Producer: Kala Sherman
Sound Design & Mix: Dusty Albertz (@hidusty)
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