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Sarah Chalke to feature in Hanes new lingerie campaign
Mar '08
Hanes announced that it will introduce its new Hanes No Ride Up Panty with advertising featuring actress and comedienne Sarah Chalke in the brand's latest installment of its Look Who advertising campaign.

The campaign, Chalke's first with Hanes, will include television spots directed by her Scrubs co-star Zach Braff and print advertising inspired by Chalke's own wedgie mishap on the red carpet.

Motivated by women's top underwear complaint, the campaign is designed to connect with female consumers in a humorous way while underscoring the Hanes Comfort Fit promise panties that won't ride up and cause the always inopportune wedgie.

"We wanted to address women's number one panty complaint with humor and candor, while providing an easy and comfortable solution our new wedgie-free Hanes No Ride Up Panty," said Sidney Falken, senior vice president, Hanes brand.

"Sarah's uncanny knack for physical comedy and her approachable personality, as demonstrated by her openness to speak out about her own wedgie experience, make her the perfect person to engage other women and ignite conversation about this campaign while reinforcing our brand's Comfort Fit promise."

Currently available at retail stores, the Hanes No Ride Up Panty is made with super-soft cotton and rolled forward seams specially designed for a better fit that helps women stay "wedgie-free."

"I am so glad that Hanes is conquering the dreaded wedgie because it can happen at anytime to anyone I should know," said Chalke.

"For my first appearance at the Emmy's, which was also my first time on the red carpet, I chose a gorgeous dress, but made a bad underwear selection.

There were cameras everywhere so I had no opportunity to fix anything, especially a wedgie. Now I wear my No Ride Up panties because I love how they fit and I don't have to worry about tugging them back into place."

The multi-faceted campaign, created by The Martin Agency of Richmond, Va, will include television, print and online advertising, as well as Internet-based social networking, all of which leverage Chalke's approachable and candid sense of humor.

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