Aug
06
Aug
06
Hot and Hairy Men Unite in This Delightfully Zany Paean to Hanes Cooling Technology
Posted in: Uncategorized
What do a biker dude, a lumberjack, Santa Claus at the mall, a kindly bespectacled scientist type with a goofy accent, and some doofus in a gorilla suit have in common?
They’re all hairy, but can keep cool thanks to the Hanes X-Temp technology on display in this wondrously wacky campaign from ad shop 360i and production house Über Content.
Verbal and visual gags come fast and furiously in a minute-long spot (plus various shorter edits) directed by Ben Callner, who channels a ’60s screwball comedy/”Laugh-In” vibe throughout. This kind of approach could easily have misfired, but Callner keeps the yuks coming while staying on point.
There’s plenty to savor—the hirsute kiddies, a back-waxing session, the lawnmower guy who manically shrieks, “I can’t believe it!”—as we learn that Hanes X-Temp technology, available in shirts, boxers and socks, “helps to keep you cool whether you’re hairy or not.”
Additional campaign elements break soon. I just hope they don’t have surly Hanes spokesman Michael Jordan stached away for a cameo.
CREDITS
Client – Hanes
Agency: 360i
GCD: David Yankelewitz
ACDs: Greg Dalbey & Mike Lee
Agency Producer: Lucy Scott
Production Company – Über Content
Director – Ben Callner
Executive Producer – Steve Wi, Phyllis Koenig, Preston Lee
Producer – Jon Goldberg
Editing Company: Whitehouse Post
Aug
02
Ladies, Hanes Wants to Know the Color of Your Panties
Posted in: Uncategorized
Hanes is asking women to overshare on social media by telling the world the color of their undies. They're pretending that revealing your panty color is some sort of slightly salacious act, and they're willing to offer you free undies if you do it, though it's pretty clear that the whole thing is cleverly disguised market research into preferred panty colors. So, what have they learned over at UndercoverColor.com? Most people talk about their undies at lunch! Five percent of the people telling Hanes the color of their panties are dudes! Pink is currently the most popular color, with 23 percent of all responders selecting it! I was one of those pink wearers. However, the interaction with the brand was somewhat less than satisfying. I told them I was wearing pink. I got to choose between a number of hideous Pinterest-style images with pre-composed tweets. These included flirtatious tweets like, "A good girl might not share her underwear color, but who says I'm a good girl?"; incomprehensible tweets like, "Act like a lady. Underwear like a boss"; and what-the-what tweets like, "It's kind of like a French manicure for my bum!" At which point, you're done! End of website! You never see Hanes underwear anywhere. Which is quite undercover.
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