# Sasquatch Hair Ads The Topcuts 2012 Campaign Appeals to Men's Sense of Self-Esteem By Meghan Young | Published 2012-03-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/topcuts-2012-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/03/topcuts-bad-hair-laundry-bad-hair-gym-bad-hair-bar/) & [taxi](http://taxi.ca) The Topcuts 2012 campaign isn't promoting a search for Sasquatch or a date with Chewbacca. Instead, it is encouraging men to tame their hair before it gets out of control. With the tag line, "When it's bad, it's all they see," it shows that men will have a lot of trouble with the ladies if they don't. Conceived and executed by Taxi 2, an ad agency based in Toronto, Canada, the Topcuts 2012 campaign is hilariously eye-catching. It appeals to a guy's self-esteem and desire to land a beautiful lady, two things that are often top concerns for men. The Topcuts 2012 campaign was art directed by Craig Ferguson with photography by Raina + Wilson and digital imaging by Andrew O’Driscoll. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 36% | Activity: 32% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Male Grooming:** Disruptive innovation opportunity: Develop new hair care products and services specifically tailored to men's grooming needs and self-esteem concerns. - **Advertising Campaigns:** Disruptive innovation opportunity: Create unconventional and humorous ad campaigns that appeal to consumers' emotions and connect with their self-image. - **Creative Marketing Strategies:** Disruptive innovation opportunity: Explore unique marketing strategies that incorporate humor and self-esteem messaging to resonate with target audiences and drive brand awareness. ### Industries Being Reshaped - **Beauty and Personal Care:** Disruptive innovation opportunity: Introduce innovative cosmetic and grooming products designed to address men's distinct self-esteem and hair care needs. - **Advertising and Marketing:** Disruptive innovation opportunity: Develop cutting-edge advertising techniques and campaigns that tap into consumer emotions and leverage self-esteem as a key selling point. - **Photography and Digital Imaging:** Disruptive innovation opportunity: Utilize advanced photography and digital imaging technologies to create visually captivating campaigns that effectively communicate self-esteem messaging. ## Related on Trend Hunter - [Unique Real Facial Hair Billboards](https://www.trendhunter.com/trends/dollar-shave-club1.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Viral Slogan-Inspired Campaigns](https://www.trendhunter.com/trends/manscaped1.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Humorous Star-Studded Chip Campaigns](https://www.trendhunter.com/trends/call-of-the-mustaches.md)