Celebrating the Transformative Power of Haircuts in the Black Experience
TYSON’S CORNER, VA, July 01, 2023 /24-7PressRelease/ — TheCut, is a leading mobile platform used in discovering and scheduling appointments with talented barbers across the United States. The company proudly unveils their latest groundbreaking campaign, “Everything is Better with a Fresh Cut: Moments.” This captivating visual masterpiece emphasizes haircuts’ profound role in the African American community, showcasing the transformative power of a fresh haircut and the meaningful moments it creates. From the first day of school to graduations, game nights at home with friends, and weddings, a well-crafted haircut can transform how individuals feel and present themselves on these special occasions. Its impact goes beyond mere grooming; for many African Americans, getting a haircut is essential to self-care and a means of personal expression. These moments become even more memorable and cherished, as the right haircut enhances their confidence.”Everything is better with a fresh cut,’ is a statement that needs zero explanation in the Black community, but it has rarely been visualized by a brand,” says Eric Payne, Sr. Content Manager at theCut. “Most marketing in our industry targets barbers, barbershop culture, and how to book appointments. I want to capture the hearts and attention of consumers by showcasing everyday experiences — from casual to magical — where they can see themselves so when they hear that tagline, they think of theCut.”
theCut has partnered with Test Tube Productions, a women-led and staffed company based in Atlanta, to bring this campaign to life. The collaboration has resulted in a powerful 60-second anthem video and a compelling 30-second spot that beautifully captures the essence of how African Americans experience everyday moments and milestones. These impactful videos will be aired on digital channels, including a dedicated brand microsite in June, with plans for a later launch on external platforms during the summer. Renée Williams Royal, Vice President of Production at Test Tube Productions, shares, “This project originated from a long-standing friendship with Eric Payne, and it was my personal mission to surpass his expectations. theCut is deeply ingrained in the culture, and we assembled a team of talented Black creators to bring this vision to life. Our director, Lebo Lukewarm, infused the shoot with his unique sensibilities, resulting in an extraordinary outcome. Test Tube Productions is excited and proud to witness the culmination of this project.”
At the heart of this campaign lies the essence of life itself. Every moment holds significance, and people seek haircuts to enhance their experiences. theCut aims to convey the message that their app is the perfect tool to connect individuals with the right barbers who can contribute to making these moments truly special.
Launched in February 2016 by Obi Omile, Jr and Kush Patel, theCut is the leading booking platform for barbers. With over 60M booked appointments since launching and clients currently booking over 1.7M monthly appointments, theCut has attracted 5M+ users and 150,000+ barbers to the platform. The app is available for both iOS and Android.
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