Sarah Chalke to feature in Hanes new lingerie campaign

07 Mar '08

5 min read

The campaign will showcase the Hanes No Ride Up Panty as a comfortable and stylish remedy to misbehaving underwear. The TV campaign, consisting of two spots, will debut on March 11 with a spot during American Idol. Both spots were directed by actor Zach Braff and styled by celebrity stylist Jessica Paster.

Running through the year in 15- and 30-second formats, the ads take viewers into a day in the life of Chalke. In the first spot titled "Shopping," Chalke glamorously enters a store and notices fans nearby. Unfortunately, she also notices that her underwear is quickly riding up.

Chalke tries to "subtly" fix her wedgie with a wiggle, a side step and a bend over, only to lose her footing and fall on her back. As she lies on the ground she looks over and notices a sign for "Wedgie-Free" Hanes No Ride Up panties.

She quickly grabs a pair of panties and rushes into the store's dressing room to fix the situation. Viewers then see her exit the dressing room smiling, feeling comfortable and confident problem solved.

In the second spot, "Wedgie Epidemic," Chalke is walking down the street when she notices the women around her (including her friend) trying to discreetly fix their own wedgies. Chalke eagerly helps her friend become wedgie-free by introducing her to the Hanes No Ride Up Panty.

Inspired by Chalke's personal wedgie experience, the print execution is aptly titled "My Red Carpet Wedgie" and appears in April issues of women's fashion and lifestyle magazines, such as People, Parade, In Style and Marie Claire.

The online program will create a social dialogue between women and the No Ride Up Panty starting on March 11 with a YouTube homepage roadblock ad and branded channel, as well as a branded Yahoo entertainment roadblock ad.

All campaign elements will direct consumers to where, in addition to the TV spots, consumers can preview behind-the-scenes outtakes from the commercial shoot and Chalke's own "Wedgie Dance" Video.

Visitors will also be invited to sign-up for weekly "Wedgie-Free Wednesdays" product giveaways, submit their own wedgie story and rate other stories using the "Blush-O-Meter," and send humorous e-cards to spread the word about wedgie freedom.

In the coming months, consumers will also be able to personalize the Wedgie Dance Video by uploading headshots of themselves and friends.

The Hanes No Ride Up Panty features super-soft cotton, the TAGLESS design Hanes is known for and is purposely designed to never ride up with rolled-forward seams that provide a better, more comfortable fit.

Marked with the Comfort Fit seal, the No Ride Up Panty is available in a variety of colors and prints, as well as styles including bikinis, hipsters, hi-cuts, briefs and low rise briefs, and retails for $6-8 for a multi-pack. Hanes products can be found at leading mass merchandise retail stores nationwide and online direct to consumers.

Hanes launched the "Look Who" advertising campaign in 2005. Since inception, the ads have featured celebrities Michael Jordan, Matthew Perry, Marisa Tomei, Damon Wayans, Kevin Bacon and Christina Applegate, and most recently Cuba Gooding Jr. and Jennifer Love Hewitt.

Hanes Brands International (HBI)

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