Hasta La Creative!

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