Nutrafol wants men with thinning hair to stop hiding under their hats and reclaim their confidence.
The hair wellness company is launching a new campaign, “Under Every Hat There’s a Comeback,” with three ads that use relatable humor to reach men. Created by agency nice&frank, the work marks a shift from Nutrafol’s previous earnest testimonials.
The new spots feature cinematic camerawork and a dramatic voiceover narrating the stories of men who wear hats to hide thinning hair—only to be mistaken for being good at something they’re not.
In “Baseball,” for example, a man looks so good in his cap that everyone assumes he’s talented on the field. When he swings, the bat goes flying.
“He’s terrible,” the voiceover flatly clarifies. After taking Nutrafol, however, he’s on track for a “comeback,” with a full head of hair and no need for the hat—meaning no more confusion about his athletic ability.
The ads will air nationally during live sporting events, including the World Baseball Classic and Men’s College Basketball Championship Week. A broader rollout includes partnerships with Robby Berger, the creator behind Bob Does Sports, and personalized video platform Cameo.
Deena Bahri, CMO of Nutrafol, told ADWEEK the campaign centers on everyday reality.
“The men in our spots aren’t looking for a miracle or a makeover. They’re looking for confidence on their own terms,” she said. “So the comeback isn’t about becoming someone new. It’s about feeling like yourself again, just with a little less hiding.”
A thoughtful approach
Health can be sensitive, so Nutrafol leaned into empathy and vulnerability. Humor became a way to connect without feeling clinical or overpromising.
“By leaning into cinematic storytelling and a bit of self-awareness, we’re acknowledging the experience without shaming it,” Bahri said. “Ultimately, it’s about creating an entry point that feels human. When people feel understood and not judged, they’re much more open to taking that first step.”
