Hanes has launched a new ad campaign, titled “Make Yourself Comfortable”, to introduce its newest Originals lineup, described as the largest cross-category collection in the apparel brand’s history.
Created by The Martin Agency, the spot is set in 1901 (the brand’s founding year) and features aristocrats attending a classical piano concert at a palace. Clad in the period’s typically ornate sartorial styles, they are obviously experiencing a high level of discomfort and struggle to act as normal as possible. Tired of sweating in those clothes, one member of the audience goes to a private chamber and strips down to his red Hanes Originals underwear. He then starts dancing alone to the tune of Blondie’s hit single “Heart of Glass”. When the door is opened by accident, the man stops, worried that the other high-society people will laugh at him. But it turns out the rest of the crowd joins in and they all take off their stuffy Victorian clothes and start dancing in their Hanes underwear.
“Going back to 1901 serves as a nod to Hanes’ iconic history while helping consumers to view the brand’s origin story reimagined through a modern lens,” said Sandra Moore, vice president of brand marketing of Hanes & Intimates, in a statement. Moore added that “Make Yourself Comfortable” strives for relevance to a “diverse and modern audience.”
Hanes Originals collection includes T-shirts, tank tops, bras, socks, and underwear, along with activewear including hoodies, joggers, leggings, shorts, and dresses. The campaign also includes paid and organic social, digital media, and influencer marketing elements.
