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title: Did This Super Bowl Ad Take a Dig at Trump&#x27;s Hair?
description: A Super Bowl commercial for the hair care line It&#x27;s a 10 began with the words “America, we’re in for four years of awful hair.&quot;
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# A Dig at Trump? Super Bowl Ad Warns of ‘4 Years of Awful Hair’

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_Published 2026-06-23. It begins with the words “America, we’re in for four years of awful hair"_


by 

[Rose Minutaglio / People](https://time.com/author/people/)


## Rose Minutaglio / People


Contributor

Feb 6, 2017 4:13 AM UTC

by 

[Rose Minutaglio / People](https://time.com/author/people/)


## Rose Minutaglio / People


Contributor

Feb 6, 2017 4:13 AM UTC

Did a hair product company just deliver the ultimate dig to [President Donald Trump](http://people.com/tag/donald-trump/)?

In [It’s a 10](https://itsa10haircare.com/)‘s Super Bowl commercial featuring a montage of people with unique hairstyles, the narrator begins by saying: “America, we’re in for four years of awful hair. So it’s up to you to do your part by making up for it with great hair.” The ad then shows a variety of people and their hairstyles, as the narrator implores each of them to do their part in a fight for “good hair.”

President Trump, who [reportedly takes](http://people.com/bodies/donald-trump-hair-growth-drug-doctor/) a prostate-related drug intended to stimulate hair growth and has been widely [mocked](https://www.youtube.com/watch?v=RHq8O0ievbo) for his hair, took office of Jan. 20 for his four-year term as president.

The 30-second spot ends with another envelope-pushing statement: “Let’s make sure these next four years are ‘It’s 10 years.’ Do your part.”

> [](https://twitter.com/Itsa10Haircare/status/828422265129820161)

Some social media users loved the bit.

> [](https://twitter.com/JessicaPark24/status/828422838059147265)


> [](https://twitter.com/sweeney%5Fmae/status/828423069236498432)

While others didn’t take fondly to the subtle political message, threatening to boycott the company.

> [](https://twitter.com/PhillipFour13/status/828423454852538368)

It’s a 10 wasn’t the only Super Bowl ad that waded into politics — [84 Lumber’s contribution to Commercial Bowl LI](http://people.com/sports/super-bowl-84-lumber-commercial-controversial/) was a 90-second spot that depicted a Mexican mother-daughter duo setting off on the perilous journey across the border to the United States.


_This_ [_article_](http://people.com/sports/a-dig-at-trump-super-bowl-ad-warned-of-4-years-of-awful-hair/) _originally appeared on People.com_

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