Hanes Trumpets Tagless Undies
Using the ever-unflappable Michael Jordan as its spokesperson, Hanes is introducing tagless underwear for men with a new TV campaign.
A spokesperson for the company, which eliminated tags in its undershirts way back in in 2002, says the ads are scheduled to run on high-profile entertainment and sports programming, including the NBA playoffs.
It says it introduced the tagless undies when consumer research showed that men were hankering for tagless briefs, boxers and shorts, too, and that the labels tend to chafe and annoy them.
So in the spots, the tags take on annoying personas. Jordan, who has been appearing in Hanes ads for 20 years, steps in to rescue men from these relentlessly irritating tags. In one, a mild-mannered cubicle dweller is trying to get some work done, constantly interrupted by the banter of his tag. Jordan yanks it out and runs it through the shredder.
In another, the tag gives gratuitous (and
insulting) grilling advice to its owner, before Jordan throws it into the flames. And in a third, a guy and his date are in a theater, trying to watch a horror movie. But the man's undershirt tag
keeps yapping, giving away the plot. Jordan pulls the tag out, and shoots it into a cup of soda.
Each spot ends with a tagline that simply states: "Tags are annoying. So we got rid of them."
Each spot is set to air on high-profile sports programming, such as the Western Conference NBA Playoffs and the MLB (TNT, ESPN, MLB Network etc.), as well as entertainment networks such as TBS, Spike and SyFy," the spokesperson says.
Hanes, which claims to be America's No. 1 Apparel Brand, competes with Fruit of the Loom, and is not the first to the tagless party. Fruit of the Loom released a hilarious spot, “You can't overlove your underwear” -- created by the Richards Group -- back in 2010. In it, the apple guy soulfully salutes the brand: “There’s no labels hanging anywhere.”
Recent Marketing Daily Articles
-
Miller64 Partners With Former Pro Athletes May 20, 10:30 p.m.
Miller64 is launching "GO64," a summer-long initiative that will include local events, celebrity appearances, giveaways and ... -
Vespa Looks Back: 50 Years Of 50cc's May 20, 4:36 p.m.
Vespa has been tooling about since the ’40s, and sidelining as a movie star since the ... -
Skyy Launches 'Be Part Of The Art' May 20, 4:22 p.m.
To support the debut of its new Skyy Infusions Moscato Grape variety, Skyy Vodka has launched ... -
Industry Satisfaction Lagging, But Improving May 20, 4:02 p.m.
For the first time in years, the telecom industry is seeing improved customer satisfaction scores. But ... -
OMMA Social: Macy's Looks To Social For Connection May 20, 3:25 p.m.
Macy's is using social to connect with customers. That, said Jennifer Kasper, VP of digital media ... -
4 Types Of Marketing Cultures: How Fast Is Yours? May 20, 9:16 a.m.
Marketers everywhere may be talking about creating a fast-moving culture of innovation, but most CMOs will ... -
United Expands Loyalty Program To Businesses May 19, 10:13 p.m.
United Airlines is launching the MileagePlus Small Business Network, the first U.S. travel loyalty program that ... -
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ...
Be the first to comment on "Hanes Trumpets Tagless Undies "
Leave a Comment