Michael Jordan to feature in new Hanes commercial

28 Jul '10

3 min read

Hanes has debuted the second wave of new television spots created as part of a humorous men's underwear ad campaign starring basketball great Michael Jordan. The light-hearted spots highlight new Hanes Men's Underwear with Comfort Flex Waistbands which feature a softer, more-stretchable waistband that comfortably shifts without pinching or binding. The Comfort Flex waistband is available on all Hanes men's briefs, boxers and boxer briefs.

The new spots are part of a broader marketing campaign that launched May 16, 2010, with new ads for Hanes Lay Flat Collar T-shirts. The campaign is being creatively brought to life via humorous television and radio commercials, Internet content pieces, digital activations and strategic partnerships.

Jordan's 20-year relationship with America's No. 1 Men's Underwear Brand has produced a number of humorous ads over the years. The latest installment finds the basketball great still trapped on an airplane next to a chatty carpet salesman (Rick) who wants to discuss, among other things, the benefits of Hanes Men's Underwear with Comfort Flex Waistbands.

"Hanes strives to keep people looking and feeling great by creating comfortable apparel solutions that provide confidence from the inside out," said Sidney Falken, senior vice president, Hanes brand. "Consumer research tells us that the number one concern for men regarding underwear bottoms is uncomfortable waistbands that pinch or bind. Hanes Comfort Flex Waistband was created to address these issues by maintaining a superior fit that stays in place throughout the entire day. We are excited to highlight our new product through comical ads with Michael Jordan."

"With these ads, Hanes has created a fun and amusing way to talk about the need for comfort in every situation," Jordan said. "I've been working with Hanes for 20 years now and I'm always proud to support their efforts to bring comfort to the next level."

"Constructive Criticism" is the first of two new television spots that highlight the Comfort Flex waistband. The spot features Rick getting a little too close for Michael's comfort by lunging up to him and offering what he describes as constructive criticism. Rick explains, much to Michael's amusement, that the one thing he dislikes about Michael's commercials is that "everyone is always showing you their underwear and it's not realistic."

Predictably, clueless-yet-lovable Rick proceeds to display the waistband of his own underwear and announces that he prefers "Hanes Comfort Flex waistbands because they don't pinch or bind." Following the declaration, Rick demonstrates how agile he and the product are by continuing to lunge up and down in front of Michael. A voice-over concludes with, "The Comfort Flex Waistband. Won't Pinch. Won't Bind. New from Hanes."

The second humorous spot titled "Box Out" opens with Rick perched on the armrest of a seat next to Michael reflecting about the one thing he always felt he could have helped Michael with, if given the chance. Rick launches into a critique of Michael's basketball performances, nonsensically citing "the thirty-eighth minute" where he felt Michael normally does not "box out as fundamentally" as Rick would have liked to see.

Michael continues to patiently humor his seatmate as Rick calls over the unwitting flight attendant so he can demonstrate how low he can get in his Hanes underwear while boxing out. A voice over closes out the spot by saying, "Hanes Comfort Flex waistbands. Moves with you, no matter how you move."

The latest additions, created by The Martin Agency of Richmond, Va., will continue to air on high-profile cable entertainment and sports programming.

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