So NOT the usual underwear commercial. So NOT ignorable. Hanes offers up a Wild West story called The Great Softening, directed by Joseph Kahn (the Taylor Swift director), that is…well, ridiculous and ridiculously appealing. It juxtaposes the hard-edged tropes of the Wild West movies, with a titillating array of contemporary models in colourful Hanes underwear. The stylised, tongue-in-cheek, vibe and left-of-centre story set Hanes apart from its competitors.
“The clip helps differentiate Hanes from competitors with an easy humour that defines how accessible the brand is,” Kahn stated. “Underwear can be a tricky product to sell, and we break through the awkwardness by embracing and celebrating it. Yet the ad takes the product seriously through high production value and aesthetics. The commercial reflects the product: relatable, stylish, and state of the art.”
The film launched during the NCAA college hoops playoffs on CBS, Tru, TBS and TNT in the US and is being supported across social, digital and influencer platforms.
