Sports Clips Haircuts, the leading haircutting franchise that lets men and boys get coiffed and pampered while watching sports, has launched a new ad campaign, titled “It’s a Game Changer”.

Created by agency Preacher, the campaign includes three comedic spots directed by award-winning director/writer JJ Adler (whose portfolio includes work on GEICO, P&G, SC Johnson, Virgin Mobile, Nestle and Coke) that aim to illustrate the idea that you can, in fact, have it all–especially if you’re watching sports while getting a haircut.

One of the spots features a man who got his T-shirt wet while washing dishes. “We want clean dishes and dry shirts. Sadly, we can’t have it all. Except with Sports Clips, where we check in with the pros in men’s hair and totally check out with pure, uninterrupted relaxation,” the voiceover says in the 15-second commercial, adding the tagline “It’s a Game Changer”.

“As a category, men’s haircuts can lack fandom and loyalty, but the Sport Clips experience creates both. Our task was to get men who think of haircuts as a chore to see Sport Clips as an experience intentionally designed for them – and one they will look forward to,” said Martin Lee, chief marketing officer of Sport Clips. “Sport Clips gives men a place where they can both get something done (a haircut) and relax (watch sports, get a massaging shampoo and hot towel treatment) at the same time. It gives them a break from everything else on their to-do list, while also checking something off on their to-do list. That’s what makes Sport Clips a true game changer,” Lee also said.

The ads run across linear TV, streaming video, radio, social and digital.