Humorous Campaign from Sport Clips Helps Men Embrace Having it All

Sport Clips Haircuts, the leading haircutting franchise that lets men and boys get coiffed and pampered while watching sports, is launching a new brand platform, campaign and tagline, 'It’s a Game Changer,' that re-positions haircuts as something men get to do instead of something they need to do. Created in partnership with independent agency (and fellow Austin resident) Preacher, 'It’s a Game Changer' marks the first work out of the gate for Sport Clips since being named the brand’s AOR in Summer 2022.

Sport Clips launched its first location in Austin, TX in 1993 when founder and chairman, Gordon Logan, a former aircraft commander in the US 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. 

At the centre of the new national campaign are three 30-second films that find humour in the fact that you can never truly have your cake and eat it too, unless, of course, you’re at Sport Clips. The spots, which were directed by award-winning director/writer JJ Adler, known for her comedy work on GEICO, P&G, SC Johnson, Virgin Mobile, Nestle and Coke, and for founding Ruckus Films, will also appear in 15-second versions, and will run across linear TV, streaming video, radio, social and digital. 

“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.”

“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.