Hanes is embracing the absurd to sell its Total Support Pouch boxers.
The “Overshare In Your Underwear” introduces “Hans,” a chilled-out dude who has just spent two years at a Buddhist monastery.
The clip finds him blissfully endorsing his underwear as he is able to ride a mechanical yak and climb mountains.
The quirky spot, developed with The Martin Agency, was helmed by “Saturday Night Live” director Paul Briganti and features “The Righteous Gems” actor Tony Cavalero as Hans.
In addition to the anthem spot, the campaign runs across social media. On March 18, Hanes launched a complementary #OvershareInYourUnderwear challenge on TikTok, which already has 3.3 billion views.