Last hockey season, via word of mouth and the blogosphere, the revelation began to spread: Washington Capitals superstar Alexander Ovechkin, who had just signed a $124 million, 13-year contract, was still getting $14 haircuts at a local outlet of the Hair Cuttery chain! At around the same time, of course, fellow D.C. celeb John Edwards' $400 hair stylings were generating even bigger headlines--and not the sort that appealed to, let's say, hockey moms and dads. By the end of the season, Hair Cuttery had signed its most famous customer to an endorsement deal. The "OvieStyle" was thus born--and o on Monday, with a new hockey season about to begin, the puck dropped on a six-month ad campaign from Baltimore's TBC Advertising & Public Relations. Hair-Cuttery's first-ever banner ads, on such sites as sportingnews.com and digitalsports.com, lead users to the retailer's first microsite--www.oviestyle.com. The site features behind-the-scenes videos and images of Ovechkin at his Hair Cutter photo shoot, hockey tops, grooming and hair care advice, wallpapers and more.