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)





Leave a Reply

Your email address will not be published. Required fields are marked *