Hanes has rolled out a new ad campaign using humor as a backdrop to plug its new men’s collection.
The company is launching three TV spots this week that show comedic encounters between former NBA star Michael Jordan and actor Cuba Gooding on the set of a fictional late night talk show where they are guests. The commercials support the Hanes ComfortSoft Collection for Men, and play up Hanes ComfortSoft Underwear and ComfortSoft Undershirt.
The latest effort is part of Hanes’ ongoing “Look Who” campaign, which stars well-known celebrities.
In one ad, called “Gift Basket,” Gooding finds a gift basket in his dressing room full of Hanes products. He puts on a pair of underwear, searches for Jordan, and yells, “I’m wearing your underwear!” In “Meeting MJ,” Gooding is brief about what not to do when he meets Jordan—specifically he’s not supposed to touch Jordan’s soft shirt. But it’s a warning Gooding ignores.
At Hanes.com/Backstage four alternate endings to the TV spots can be viewed. The site, which launches today, lets visitors virtually explore Jordan’s and Gooding’s dressing rooms. Other components, including behind-the-scenes footage, commercial outtakes and interactive games with prizes will be added this summer, the company said.
Banners ads support the campaign, which runs through June 2008. The Martin Agency created the TV spots.
A host of celebrities have starred in Hanes’ “Look Who” ad campaign since its launch in 2005, including Matthew Perry, Marisa Tomei, Damon Wayans, Christina Applegate, Kevin Bacon and Jennifer Love Hewitt.
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