For the first time ever, the indie haircare brand, ‘It’s a 10!’, aired their own commercial at the Super Bowl. Before tonight’s ad, the brand was relatively unknown– their 30-second spot has changed that.
Co-Founder and CEO Carolyn Aronson recently told Yahoo Beauty, “We’re keeping the theme a mystery until it finally airs, but the ad is really an unveil of the brand in a big way for the very first time. It’s my coming out party. I’ve been at the helm of this company since its inception, and there aren’t many hair stylist-owned professional hair care lines.” Aronson refrained fro sharing too much– she wanted to keep it a surprise– but she did say that a few new products would be featured in the brand’s commercial. “This ad is also helping to springboard the launch of our newest collection, He’s a 10. Men are demanding higher quality products now more than ever and we’re letting them know that we’re here to provide it for them,” she told Yahoo.
It’s A 10 Haircare is a South Florida-based company, and the commercial was was directed by Oscar nominated director Bryan Buckley, dubbed the “King of the Super Bowl” by the New York Times. Buckley has directed over 50 commercials since 2000, and a 2010 Adweek Readers Poll named him the Commercial Director of the decade. After graduating from Syracuse, Buckley went into advertising, and co-founded the company Buckley/DeCerchio. In 1994, he directed the Emmy Award winning “This is SportsCenter” campaign.