Super Bowl Commercial 2017 | It’s a 10 Haircare - Ad Analysis

In the high-stakes arena of Super Bowl advertising, challenger brands face a choice: be safe and forgotten, or be bold and be seen. In 2017, It’s a 10 Haircare chose the latter. The brand, at the time the first indie-owned haircare company to buy a Super Bowl spot, rolled out a commercial that was less about shampoo and more about the national mood. [2, 6] By wrapping a product message inside a pointed political commentary, the ad ensured it would be one of the most talked-about spots of the night. [9]

The Core Insight here is that during times of social and political division, people seek outlets for self-expression and control. Hair, a fundamental aspect of identity, becomes a canvas for individuality. The ad taps into the feeling of helplessness many felt post-election and reframes personal grooming as a small act of defiance and unity.

The execution follows a classic Hook-Value-Proof-Ask structure. The Hook is the audacious opening line: “America, we're in for at least four years of awful hair.” This immediately seized attention, creating intrigue and no small amount of controversy by alluding to the new president. [10] The Value proposition pivots from politics to people. Through a beautifully shot black-and-white montage, the ad presents a vision of America united by its diversity of hair. It showcases every type of person and hairstyle, turning the focus to a message of inclusivity and celebrating the “perfectly imperfect.” The Proof is the brief, clean product shot at the end, positioning It's a 10 and its new men's line, He's a 10, as the tools to achieve this self-expression. [7] The final Ask, “Do your part,” cleverly ties back to the quasi-civic duty established in the opening, urging viewers to contribute to a more beautiful nation, one hairstyle at a time.

The debrief for the team is clear: calculated risks pay off. The ad’s success wasn’t just in its creative execution but in its courage. By entering a charged cultural conversation, It’s a 10 earned a level of media attention and brand recall that a straightforward product ad could never have achieved. [7] It was a masterclass in how a challenger brand can hijack a cultural moment to punch far above its weight, demonstrating that a strong point of view can be more valuable than the biggest budget.