When Tommy Guns teamed up with the Brisbane Lions, the goal was to go beyond traditional sponsorship. Together, we created a stadium-ready TVC-style ad that combined AFL energy with Tommy Guns’ bold, playful brand personality. The result? The Fresh Cut Comeback; a humorous, cinematic spot that debuted live in front of 50,000 roaring fans at the Gabba.
The Brief
As the official barbershop partner of the Brisbane Lions, Tommy Guns wanted more than a logo on the scoreboard. They wanted to show off the Tommy Guns experience in a way that was entertaining, memorable, and uniquely AFL.
Our challenge was to:
- Develop a creative concept that would resonate with fans on game day.
- Incorporate both the Brisbane Lions players and the Tommy Guns barbershop experience.
- Lean into humour, while still capturing the brand’s sharp and stylish identity.
- Deliver a TVC that could hold its own on the big screens in a stadium environment.
The Result
We developed The Fresh Cut Comeback. A 45–60 second TVC ad telling the story of Jared, the overlooked water boy whose fortunes change after a trip to Tommy Guns. From fumbling on the sidelines to walking tall with a fresh fade, Jared’s transformation became the heart of the campaign.
The ad was packed with energy:
- Game-day chaos opening to pull in the crowd.
- Locker room reflection leading to the Tommy Guns app.
- Cinematic barbershop montage showcasing clippers, razors, and hot towels.
- Feel-good finale where Jared struts back onto the field, hair bouncing as the crowd erupts.
The campaign nailed the balance of humour and brand message, leaving fans entertained and ensuring Tommy Guns was front-of-mind with every “fresh cut feeling.” Played live during Lions home games, the ad reached tens of thousands of passionate AFL supporters, cementing the partnership and bringing the Tommy Guns brand to life in an unforgettable way.