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Company: Procter & Gamble Co.
    View Company Scorecard / Contact Company
Brand: Luvs
Ad Title: Haircut
Business Category: Miscellaneous
Media Outlets: Television
Country: United States
Region: US National
Agency: Saatchi & Saatchi Advertising
Year: 2017
Target: Gays & Mainstream
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Theme(s)

Same-Sex Couples/Families

Sissies

Theme Breakdown

AdRespect Score: 
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"First haircut, Grayson!" dad says nervously to his son's barber while the other dad shoots video on the phone.

Peppering the barber with questions, dad #2 asks, "What do you call it when instead of cutting across, you go in?" The other adds, "Feather, maybe around the ears?" First dad says, "Style it." Second dad says, "Style it a little bit, but still keep it safe." The reluctant barber keeps looking back and forth at them, trying to keep up.

Continuing to micromanage things, dad #1 asks, "Do you have rubber tips for those scissors, because they look very sharp." The barber starts to lose his patience.

"Careful, watch his ears!" says one. "Are you new to this?" asks the other. The barber manages not to shred them.

This is followed by several selfies with the pained barber in the middle.

"First Kid?" A voiceover says, then cutting to the couple's second son in a highchair, with a mop of hair atop his head.

"His hair is in his eyes," dad #1 says. "Oh! I've got it," dad #2 says as he literally puts a bowl over his son's head and cuts the bangs.

"By their second kid, every parent is an expert, and more likely to choose Luvs than first time parents," the voiceover concludes.

Surveying the damage of the bowl cut, the first dad announces he'll go find a hat and the other agrees.

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