They say you don’t know what you’ve got until it’s gone. It’s a lesson shared in the latest campaign for Supercuts as we hear from actor Michael Kelly, whose hair isn’t exactly…there.

The Emmy-nominated actor playfully shares a message of hair appreciation as he encounters men all around him who seemingly take their tresses for granted. Because while you may embark on those crazy cuts, dangerous hair-centered situations, and reckless drying techniques, Supercuts is there to give your hair the care it deserves.

The spot, which was directed by David Shane, brings a wave of levity to the brand through Kelly’s earnest reprimanding that only those with hair woes know. When it came to casting, there was an obvious trend: find men with their own set of impressive locks. Magali Sagarra took on the project with the team over at O Positive, cultivating a diverse cast of characters that demonstrate the oftentimes casual and careless moments of caring for our hair.

Give the spot a watch above!