The brand says its the first purveyor of salon professional products to run an ad during the big game.

By Rachel Brown on January 26, 2017

The big game has a new backer.

It’s a 10 hair care will be airing a commercial focusing on its He’s a 10 men’s collection during Fox’s broadcast of the Super Bowl on Feb. 5. Although hair-care offerings from the likes of Old Spice and Pantene have been promoted during the National Football League championship, the company reported its spot is the first from a purveyor of salon professional products.

“My motto has been go where they don’t go,” said Carolyn Aronson, owner of It’s a 10 hair care. “I recently took over the helm of my company. I’m full owner now after buying my partner out, and I think it’s a tremendous way to launch the new It’s a 10 so to speak and come out from behind the curtain with a bang.”

Known for its Miracle Leave-in Product, which Aronson tauted as among the best-selling leave-in products in the world, the Super Bowl commercial is intended to spur interest in three men’s items: Miracle Pliable Paste, Miracle Defining Gel and Miracle 3-in-1 Shampoo Conditioner & Body Wash. The products are priced at $16.96 and are available at Ulta Beauty as well as salons nationwide.

“I make simple, easy-to-use, multifunctional products, one product that does 10 things rather than one product that barely does one thing. These are very multifunctional products,” Aronson said. “They are the core foundation of what any man would use in the morning for a great look. Eventually, we will add to the collection, but these initial stockkeeping units can create a lot of different looks.”

Aronson didn’t discuss the amount It’s a 10 hair care is paying to gain exposure during the Super Bowl, but Variety has estimated Fox is charging more than $5 million for 30-second ads and that overall costs for a Super Bowl commercial can exceed $10 million. The expense gets brands in front of an audience that regularly tops 110 million viewers. According to Nielson, last year’s game was watched by an average of 111 million people.

While it’s never been before an audience comparable to the viewership of the Super Bowl, It’s a 10 hair care has extensive experience running television and print ads. “We have had an advertising budget within this realm over the years,” Aronson said. “You’d be surprised by how many people, when they see the [Super Bowl] commercial, will say, ‘Oh, I use that, it’s great to see it on this level.’”

It’s a 10 hair care brought on board Havas Edge and Hungry Man Productions to produce its Super Bowl commercial, which was directed by Oscar-nominated Bryan Buckley, a Super Bowl ad veteran who worked on commercials from GoDaddy, Anheuser-Busch and Cash4Gold. The ad was filmed earlier this week in Los Angeles.