WINSTON-SALEM, N.C., May 27 /PRNewswire-FirstCall/ -- Hanes(R) will
launch new television advertising June 2 featuring sports great Michael
Jordan and actor Charlie Sheen to support new Hanes Lay Flat Collar
Undershirts and Hanes No Ride Up Boxer briefs, the brand's latest
innovation in product comfort and fit.
The brand's latest installment of its iconic "Look Who" advertising
campaign uses the two celebrities playing themselves in two humorous
television spots with Sheen as an overenthusiastic fan of Jordan's.
The campaign, which will include online and video game advertising,
showcases Hanes first men's products to carry the brand's Comfort Fit
Promise -- a money-back guarantee to eliminate underwear fit and comfort
"We are dedicated to making our products the best fitting and most
comfortable -- two attributes that are especially important to men. They
want to look and feel good without having to worry about it," said Sidney
Falken, senior vice president, Hanes brand. "Charlie's work in films and
sitcoms that appeal to men, including his current hit CBS sitcom Two and a
Half Men, along with his charisma and witty sense of humor make him a great
personality to engage men and support our new products."
Hanes Lay Flat Collar Undershirts have been reinvented from the top
down with a two-ply neckband that will not stretch out of shape or waffle
and with a longer hem that stays neatly tucked. The Tagless(R) undershirts
also feature preshrunk cotton specially knit for softness. Consumer testing
showed the Hanes Lay Flat Collar Undershirt rated significantly higher than
the leading competitor's shirt.
Hanes No Ride Up Boxer Briefs have been redesigned for superior fit
because consumer research indicates that 70 percent of men cite problems
with the fit of their boxer briefs, with 30 percent noting "riding up" as a
key comfort concern. The Hanes No Ride Up Boxer Briefs feature leg bands
that prevent ride up and have fabric-wrapped ComfortSoft Tagless
waistbands. Consumer testing showed the No Ride Up Boxer Briefs
outperformed key competitors.
The TV advertising, created by The Martin Agency of Richmond, Va., will
debut June 2 during the NHL Finals on NBC and will air later in the week
during the NBA Finals on ESPN and NASCAR on ESPN.
Running in 15- and 30-second formats, the TV ads take viewers into a
day in the life of Sheen as he crosses paths with Jordan and assumes the
uncharacteristic role of an over-enthusiastic fan excited to be wearing the
same brand of undershirts and underwear as the sports superstar.
"I had a great time working on the campaign," Sheen said. "It's nice to
poke fun at yourself, sell great products and work with a legend -- not
much to complain about in a day's work."
In the first spot titled "Phone Toss," Sheen is seen exiting a hotel
and is in the midst of tipping a bellboy when he spots Jordan driving by.
He immediately runs up to Jordan's car, telling him that someone turned him
on to the new Hanes Lay Flat Collar Undershirt. He suggests Jordan do the
same, not realizing the basketball great is already wearing one. As Jordan
starts to drive away, a determined Sheen keeps talking, inviting Jordan to
dinner and asking for his phone number. Jordan is finally forced to drive
away prompting Sheen to throw his phone in the back seat of Jordan's
convertible, asking him to call him to do dinner.
In the second spot, "Valet," airing later this summer, Jordan is coming
back from a round of golf and this time Sheen is behind the wheel. When
Sheen notices Jordan walking by, he puts his car in reverse and tries to
engage him in conversation as he continues to drive in reverse. He tells
Jordan he's wearing the new Hanes No Ride Up Boxer Briefs and moves to show
off the pair he's wearing while still driving. Jordan tries to tell him
he's about to run into the valet stand, but it's too late and a comedic
The TV campaign will be the foundation for an online execution
launching July 14 with ad banners and sponsorship of the Fantasy Baseball
Hanes Comfort Zone on ESPN.com. In the Comfort Zone, visitors can read
about the latest news in Fantasy Baseball and learn which players are in
their personal comfort zones and playing well each week. Hanes and the
campaign messaging will also be strategically placed in select XBOXLive.com
games, including NASCAR 2008, NHL 2008 and MLB's "The Bigs." Additionally,
Hanes will launch a unique men's landing page June 2 at hanes.com/charlie
featuring the TV campaign, outtakes and other content targeted to men.
Hanes is a leading brand of intimate apparel, underwear, sleepwear,
socks, shoes and casual apparel. Hanes is a flagship brand of Hanesbrands
Inc. Hanes products can be found at leading retail stores nationwide and
online direct to consumers at www.hanes.com.
About Hanesbrands Inc.
Hanesbrands Inc. (NYSE: HBI) is a leading marketer of innerwear,
outerwear and hosiery apparel under strong consumer brands, including
Hanes, Champion, Playtex, Bali, Just My Size, barely there and Wonderbra.
The company designs, manufactures, sources and sells T-shirts, bras,
panties, men's underwear, children's underwear, socks, hosiery, casual wear
and active wear. Hanesbrands has approximately 50,000 employees in more
than 25 countries. More information about Hanesbrands Inc. may be found on
the Internet at www.Hanesbrands.com.
Contacts: Susannah Frank Stacy De Fino
Weber Shandwick Weber Shandwick