Hair salon chain Supercuts is tired of being the punchline in haircut jokes and has launched the “Real Dumb Coupon” to challenge critics and promote its affordable services.
In collaboration with branding and creative agency Rise and Shine Partners, the campaign aims to dispel the myth that budget-friendly haircuts come with a compromise on quality.
The humorous initiative encourages people to rethink their assumptions about affordability by offering a unique twist, adding a $50 fee to any haircut service for customers who avoid Supercuts due to concerns about its price and quality.
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“Real Dumb Coupon” is launched with a nearly 90-second spot featuring Supercuts Chief Digital Officer John Davi, whose authentic approach adds a relatable touch to the campaign.
It’s a sentiment echoed by Rise and Shine Partners Chief Creative Officer Matt Burgess, who says, Davi’s performance gave the commercial the "compelling authenticity" that it needed — better than an actor ever could.
Burgess also emphasized that Supercuts, being the "McDonald's of hair," is about combining affordability with quality service, comparing its $25 haircuts to $250 at luxury salons.
The campaign should resonate with consumers who may feel pressured to spend more to achieve a great haircut, reminding them that quality doesn’t have to come at a steep price.
This shows why a solid brand marketing strategy matters: it helps shape how people see the brand and keeps its values clear and memorable in a busy market.
Celebrating Affordable Quality
The ad cleverly addresses “anonymous big spender” comments by humorously bleeping out critics’ expletives with on-screen hair dryers, effectively challenging the stereotypes surrounding Supercuts.
The commercial opens with Davi sitting at a desk with a large book titled “Supermean Posts About Supercuts,” filled with mean comments about Supercuts’ services.
Davi claps back at the online comments before addressing how affordability doesn’t always equate to poor quality.
As he puts the book of mean comments down, Davi is shown to be wearing a styling cape with a hairstylist standing beside him and working on his hair.
He then offers haters the “Real Dumb Coupon,” where you can add $50 more to services being availed.
“You want to spend more than what you need to on a haircut? We’d like you to do it at Supercuts,” Davi quips, talking seriously to an unseen audience.
The hairstylist then asks why anyone would want to pay more for hair services, to which Davi responds, “Exactly!”
The spot wraps up with Davi sporting a hilarious mullet and a snappy rundown of what the "Real Dumb Coupon" is for: it’s of no cash value and is designed to add unnecessary costs to feed those irrational egos that can’t resist a pricey haircut.
Because who wouldn’t want to pay more for the same service?
In a similar approach, Mint Mobile uses humor and brand authenticity with Ryan Reynolds to promote its phone service for kids.
