North American hair salon chain Great Clips teamed up with NFL legend Drew Brees for a football-themed, back-to-school campaign titled ‘Dad’s Back-to-School Playbook’.
The campaign aims to help train dads for back-to-school season like a quarterback would gear up for football season: two annual traditions which typically both happen in early September.
Working in harness with creative agency FleishmanHillard, the creative was fronted by the recently retired, former New Orleans Saints quarterback and was spearheaded by an 80-second TV commercial which ran nationally across broadcast and digital channels.
The spot, which dropped on 26 July, a month ahead of the annual, post summer break back-to-school period, saw father-of-four Brees showing dads across the country how to be a team player – starting with a good haircut. The spot sees Brees tasked with breaking down ‘dad film’ instead of game film – footage of dads being good parents.
Like NFL stats, Brees has ‘dad stats’ – such as ‘571 bedtime stories read’ and ‘1,879 lunches packed’ – and one father even scores a ‘championship-level defense’ from Brees when he quickly snags a bag of ill-gotten cookies from his son. As the commercial continues, Brees takes his boys to Great Clips to get confidence-building haircuts ahead of their first day of school.
The TV spot was supported by a set of social media content running through July and featuring various influencer dads: from stay-at-home father vloggers, The Dumb Dads and TLC’s Busby Family, to The Bramfam and Burton B Buffaloe who all share their own Great Clips back-to-school cuts across their social channels to further showcase how the company helps make back-to-school preparation easier with Online Check-In, ReadyNext text alerts, which notify customers when their estimated wait time reaches 15 minutes, and ClipNotes, which saves each customer’s haircut preferences.
Tackle back-to-school season with a fresh haircut just like @drewbrees and his crew! See how we're empowering dads to become the self-care coach of the season: https://t.co/CDCzpgUIGs pic.twitter.com/6WPeFCLcZD
— Great Clips (@GreatClips) July 29, 2022
#backtoschool season is here! This school year, dads can help get the whole family ready for the new school year just like the Buffaloe family! ✂️ Get started today: https://t.co/L4UuGzVBgv pic.twitter.com/ez83KBQI1J
— Great Clips (@GreatClips) August 1, 2022
The dads of @DumbDadPod reveal how they're acing back-to-school season with fresh haircuts for the whole family! ✅ pic.twitter.com/53TpcG5YZU
— Great Clips (@GreatClips) July 18, 2022
The creative seeks to drive viewers online for further tips and tricks for tackling back to school season head to greatclips.com/backtoschool.
“As many dads have spent more time at home over the past two years, they’ve re-evaluated their work-life balance and have formed tighter connections with their kids,” said Great Clips’ VP Marketing and Communications Lisa Hake. “More and more, dads see parenting as a key part of their identity, so we wanted to support them as they head into the back-to-school season.”
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This isn’t the first time that Great Clips, a North American hair salon chain with a $1bn+ revenue from more than 4,100 locations across Canada and the USA and headquartered in Bloomington (Minnesota), has used sports as a key pillar in its marketing mix.
Earlier in 2022 it released an NHL ‘Hockey Hair’ partnership campaign.
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