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First Choice Haircutters launch new ‘You Belong Here’ commercials

First Choice Haircutters (FCH) shifts the focus from consumers to hairstylists with new advertisements in its ‘You Belong Here’ marketing campaign.

The 15- and 30-second commercials feature testimonies from real hairstylists talking about what it means to be part of the FCH brand.

“When you love your job, it shows,” says Athena Kalkanis, brand director at FCH. “We uncovered this sentiment in the second wave of the campaign, looking through the lenses of our stylists, who value the internal salon support system and thrive on making customers look and feel their best.”

“We leveraged an emotional behind-the-chair perspective to communicate the stylists’ dedication to their craft, customers and communities,” says Danica Wolch, director of client services at FCH’s marketing agency, Tag. “We hope the stories shared will inspire others looking to join the team.”

The overall campaign includes print, TV, out-of-home (OOH) advertising, online video and social media. The TV commercials will appear across Canada on Global TV during the Super Bowl on Feb. 4.

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