Supercuts customers know the value of a good haircut. In fact, 23 million budget-minded people visited their salons last year alone. With a Google Review rating of 4.8 stars, and a low price, it’s an overwhelmingly logical choice for a haircut. Yet, whether driven by vanity or fear, most people refuse to set foot in their salons, believing that cheap haircuts can’t be any good. That’s dumb.
So, building off the “Real. Smart. Hair.” campaign which launched earlier this year, we ran headfirst into the issue. We created the “Supercuts Real Dumb Coupon” which added $50 to the price of any Supercuts haircut. The idea’s absurdity drove home a crucial question: Why are you paying way more for the same thing?
The idea was brought to life in social, digital and in-store channels. It was picked up by various influencers and media, including Conan O’Brien and Adweek. Beyond that, it was an idea that made Supercuts core customers feel pride in their decision, while throwing some attention-grabbing shade at their detractors. The campaign was also recognized with Best of Show honors at the 2025 AdFed Show, and earned recognition by D&AD, Addys and many others.
Creative Direction
Art Direction
Writing
Directing
Editing
VFX
Creative Director : Brian Hurley
Creative Director : Matt Burgess
Director : Brian Hurley
Director : Matt Burgess
Producer : Natasha Carlson
Editior : Brian Hurley
VFX: Brian Hurley
Audio Production : Jesse Marks
