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Michael Jordan to promote new Undershirt & Boxers from Hanes
27 May '08
4 min read
Running in 15- and 30-second formats, the TV ads take viewers into a day in the life of Sheen as he crosses paths with Jordan and assumes the uncharacteristic role of an over-enthusiastic fan excited to be wearing the same brand of undershirts and underwear as the sports superstar.
"I had a great time working on the campaign," Sheen said. "It's nice to poke fun at yourself, sell great products and work with a legend not much to complain about in a day's work."
In the first spot titled "Phone Toss," Sheen is seen exiting a hotel and is in the midst of tipping a bellboy when he spots Jordan driving by. He immediately runs up to Jordan's car, telling him that someone turned him on to the new Hanes Lay Flat Collar Undershirt.
He suggests Jordan do the same, not realizing the basketball great is already wearing one. As Jordan starts to drive away, a determined Sheen keeps talking, inviting Jordan to dinner and asking for his phone number.
Jordan is finally forced to drive away prompting Sheen to throw his phone in the back seat of Jordan's convertible, asking him to call him to do dinner.
In the second spot, "Valet," airing later this summer, Jordan is coming back from a round of golf and this time Sheen is behind the wheel.
When Sheen notices Jordan walking by, he puts his car in reverse and tries to engage him in conversation as he continues to drive in reverse.
He tells Jordan he's wearing the new Hanes No Ride Up Boxer Briefs and moves to show off the pair he's wearing while still driving. Jordan tries to tell him he's about to run into the valet stand, but it's too late and a comedic crash ensues.
The TV campaign will be the foundation for an online execution launching July 14 with ad banners and sponsorship of the Fantasy Baseball Hanes Comfort Zone on ESPN.com.
In the Comfort Zone, visitors can read about the latest news in Fantasy Baseball and learn which players are in their personal comfort zones and playing well each week.
Hanes and the campaign messaging will also be strategically placed in select XBOXLive.com games, including NASCAR 2008, NHL 2008 and MLB's "The Bigs."
Additionally, Hanes will launch a unique men's landing page June 2 at hanes.com/charlie featuring the TV campaign, outtakes and other content targeted to men.
"I had a great time working on the campaign," Sheen said. "It's nice to poke fun at yourself, sell great products and work with a legend not much to complain about in a day's work."
In the first spot titled "Phone Toss," Sheen is seen exiting a hotel and is in the midst of tipping a bellboy when he spots Jordan driving by. He immediately runs up to Jordan's car, telling him that someone turned him on to the new Hanes Lay Flat Collar Undershirt.
He suggests Jordan do the same, not realizing the basketball great is already wearing one. As Jordan starts to drive away, a determined Sheen keeps talking, inviting Jordan to dinner and asking for his phone number.
Jordan is finally forced to drive away prompting Sheen to throw his phone in the back seat of Jordan's convertible, asking him to call him to do dinner.
In the second spot, "Valet," airing later this summer, Jordan is coming back from a round of golf and this time Sheen is behind the wheel.
When Sheen notices Jordan walking by, he puts his car in reverse and tries to engage him in conversation as he continues to drive in reverse.
He tells Jordan he's wearing the new Hanes No Ride Up Boxer Briefs and moves to show off the pair he's wearing while still driving. Jordan tries to tell him he's about to run into the valet stand, but it's too late and a comedic crash ensues.
The TV campaign will be the foundation for an online execution launching July 14 with ad banners and sponsorship of the Fantasy Baseball Hanes Comfort Zone on ESPN.com.
In the Comfort Zone, visitors can read about the latest news in Fantasy Baseball and learn which players are in their personal comfort zones and playing well each week.
Hanes and the campaign messaging will also be strategically placed in select XBOXLive.com games, including NASCAR 2008, NHL 2008 and MLB's "The Bigs."
Additionally, Hanes will launch a unique men's landing page June 2 at hanes.com/charlie featuring the TV campaign, outtakes and other content targeted to men.
Hanesbrands Inc
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