Hanes Adds SuperSoft Styles to Originals Collection, Its Softest Innovation in More Than a Century - Seite 2

“This is the sequel to last year’s Hanes Originals anthemic spot, so we decided to continue to push the needle. But this time on a different narrative—one that takes place in the rough and tough Wild West — a time when living was every shade of uncomfortable,” said Rushil Nadkarni, Associate Creative Director, The Martin Agency.

The campaign commercial and supporting creative was directed by Joseph Kahn, a Grammy-award winning commercial, music video and feature film director, whose videos have been commissioned by some of the greatest artists in the industry.

“The clip helps differentiate Hanes from competitors with an easy humor that defines how accessible the brand is,” said Kahn. “Underwear can be a tricky product to sell, and we break through the awkwardness by embracing and celebrating it. Yet the ad takes the product seriously through high production value and aesthetics. The commercial reflects the product: relatable, stylish, and state of the art.”

The ads launch during college basketball playoffs on CBS, Tru, TBS and TNT. The full campaign is supported with social and digital media as well as through organic social and influencer marketing.

The “Great Softening” campaign debuts on March 17th and commercials can be viewed www.youtube.com/hanes.

For more information about Hanes Originals SuperSoft styles, visit www.hanes.com or follow us on Instagram, Facebook, Twitter, TikTok, and YouTube.

About Hanes

Hanes, America's No. 1 apparel brand, is a leading brand of intimate apparel, underwear, sleepwear, socks and casual apparel. Hanes products can be found at leading retailers nationwide and online direct to consumers at www.Hanes.com.

About HanesBrands

HanesBrands (NYSE: HBI) makes everyday apparel that is known and loved by consumers around the world for comfort, quality and value. Among the company’s iconic brands are Hanes, the leading basic apparel brand in the United States; Champion, an innovator at the intersection of lifestyle and athletic apparel; Bonds, which is setting new standards for design and sustainability; Maidenform, America’s number one shapewear brand; and Bali, America’s number one bra brand. HBI employs 48,000 associates in 29 countries and has built a strong reputation for workplace quality and ethical business practices. The company, a longtime leader in sustainability, has set aggressive 2030 goals to improve the lives of people, protect the planet and produce sustainable products. HBI is building on its unmatched strengths to unlock its #FullPotential and deliver long-term growth that benefits all of its stakeholders.