The quick-service salon category is undifferentiated, filled with gimmicks to get you in-store for a cheap haircut. Supercuts needed to stand out, to attract a consumer who refused to compromise quality for price. In a bold repositioning, we sought to reclaim our authority by standing for something no one else could—our obsession with hair.

To show our devotion, we enlisted someone who cherished their hair as much as Supercuts, someone who realized what he’d lost—someone bald. In a love letter to hair, our spokesman, Michael Kelly of House of Cards fame, observed people unknowingly taking their hair for granted.

The cross-channel campaign told the cautionary tale of how taking your hair for granted can catch up to you. If you respect your hair, you take it to Supercuts. Humor, reliability, and blunt honesty gained traction for the brand, reviving Supercuts’ role in pop culture.