Have it your way." "The customer is always right." Those business-promoting adages ring particularly true in "Haircut," in which the customer gets what he asks for even though he doesn’t need it.
There’s a lofty purpose in fulfilling his request—benefiting both him and the community at large—in this :30 conceived by Kirshenbaum Bond & Partners, New York. The client is The Alliance for Downtown New York, a not-for-profit organization that manages the Downtown-Lower Manhattan Business Improvement District (BID). "Haircut" is part of a two-spot campaign designed to help struggling small businesses and cultural institutions near ground zero.
Directed by Gary McKendry of Go Film, New York, "Haircut" takes place in a barber shop, where a male customer—with nary a strand of visible hair atop his head—asks the female barber/stylist to "take a little off the top." She, another customer and the other barbers give fleeting looks of disbelief at the balding man’s request. The woman barber convincingly eyes the man’s scalp and does her best to make like she’s actually doing something.
A two-part super offers a big-picture explanation for what turns out to be a purposeful scenario: "You might not need it." / "But Downtown does."
A Robert De Niro voiceover intervenes: "Antonella’s Barber Shop on Beekman Street. Just one of the many businesses in Downtown New York that need your support."
The scene changes to a tag—also voiced by De Niro: "The Downtown Alliance. Remember. Rebuild."
The other spot in the campaign, also helmed by McKendry, shows a construction worker type, with huge dirt-marked hands, entering Caress Nails on Nassau Street and asking for a ladylike manicure. He winds up with bright pink fingernails.
This pro bono campaign aims to drive traffic to Lower Manhattan in order to reinvigorate business there. Shops, restaurants and museums in the area have experienced a significant drop-off in business—up to 60 percent—since Sept. 11 due to access restrictions and a loss in client base.
The spots broke in New York around the holiday season to boost shopping prospects. "It is particularly important to remind New Yorkers that businesses below Chambers Street really need customers now," said Debra Simon, VP of marketing for the Downtown Alliance. "So many are saying, ‘What can I do to help in Lower Manhattan?’ Our campaign responds, ‘Spend some time and money Downtown.’"
Donations from the New York production community made the no- to little-budget commercials possible. "We are strong supporters of our community and are thrilled to help our fellow neighbors for such a worthy cause," stated Richard Kirshenbaum, co-founder of Kirshenbaum Bond. "We want people to know that the businesses Downtown are open, ready, waiting and depending on New Yorkers to shop."
Kirshenbaum Bond’s creative ensemble consisted of creative director Logan Wilmont, art director Megan Skelly, copywriters Susan La Scala and Mark Mendelis, director of broadcast production Randy Cohen and executive producer Sharon Harte.
McKendry’s support team at Go Film included executive producers Robert Wherry and Jonathan Weinstein, and producer Dave Nelson. The spots were shot by DP George Motz.
Tom Scherma of Mad River Post/New York edited the campaign. Online editor was Judd Parson of The ANX, New York. Eli Friedman of SMA Realtime, New York, served as colorist. Audio mixer was Bob Giammarco of Photomag, New York.
Music composers were Nik Leman and Tony Strong of Amber Music, New York.
