This Ad Wants Us To Prep For 4 Years Of Bad Hair

At this point, it's hard for a Super Bowl commercial to surprise viewers. We're used to over-the-top ads that clearly cost loads of money, but hair care brand It's A 10's commercial during Super Bowl 51 made a statement through simple, artful, black and white shots. According to a release sent out by the company, it's the first first-ever indie owned hair care company to run a Super Bowl commercial — and the fact that the brand is female owned only makes it more exciting.

The ad opens with a statement that's clearly a dig at the current U.S. President: A voiceover says "America, we're in for at least four years of awful hair. So it's up to you to do your part by making up for it with great hair." The commercial continues with gorgeous shots of a diverse group of A+ 'dos, including a very fabulous baby and bouffant'd pup along with undercuts, curls, and one seriously artful beard. As the company said in their release, "Diversity is beautiful, and it’s more important now than ever."

There's nothing flashy about the ad, and there's definitely a hint of sass in the message, but the back-to-back shots are hard to get out of your head. In the official press release, the brand's CEO Carolyn Aronson said, " “I’ve always gone where they don’t go, and there is no better time to push the envelope.” So far Trump has yet to respond to the obvious dig.

It's only 30 seconds long, but manages to feature one of the most diverse casts I've ever seen in a hair care commercial. It starts with these stunning flowing strands:

And then we get this excellent cut:

Later on, we're intro'd to this trio:

And, of course, the baby and dog I mentioned:

Well done, It's A 10.