Comfortable undies. That has been Hanes’ calling card for a long time and previous agency, The Martin Agency, came at it from a wide range of interesting angles.
There was the everyman angle in 2019:
The men’s ball angle in 2021:
And a fantastical production that hinted on a new more provocative path in 2023 (tapping into both the newly surfaced music video ad trend and historical drama obsession):
But in 2024, Special US told hold of the account and Hanes’ comfort drawcard took its first steps on a more single-minded road to risqué.
In January 2025, Hanes made a bold move to stop the youth audience trend of wearing worn out undies and tees (a trend that had to die when you’re an underwear brand).
In September, another series of commercials, Never Uncomfortable, began, leading with NFL star Aidan Hutchinson dancing like nobody’s watching.
This focus on people being confident in their undies has continued, thwarting relatable moments of embarrassment (and making Hanes more acceptable) with risqué humour and emotional hooks.
Now in 2026 Special US takes risqué outdoors. MJZ’s Nick Ball directs the humorous commercials that continue to underline Hanes’ comfort – real comfort that equals confidence. A woman does her food shopping her her underwear; a man plays poll in his, a dead man rests peacefully in his cask – in his undies and a couple defy the forbidden sex with socks on in bed.
The films are supported by a NYC transit OOH campaign, plus social, OLV, retail and display.
Credits:
Client: Hanes
Senior Brand Marketing Manager: Kelsey Leetzow
Creative Agency: Special Group US
Executive Creative Directors: Kasia Canning & Estefanio Holtz
Chief Creative Officers: Dave Horton & Matt Woodhams-Roberts
Creative Director: Alyssa Cavanaugh
Associate Creative Director: Lex Singer
Design Director: Anne Nunez
Designers: Shannon Dunlop & Francisco Valenzuela
Executive Producer: Regan Wallace
Chief Executive Officer: Kelsey Hodgkin
President: Shannon Nunn
Heads of Strategy: Helene Dick & Michael Osbourne
Strategy Director: Nick Smatt
Business Affairs Manager: Gabbie De Lara
Group Account Director: Lily Siff
Account Supervisor: Charlotte Best
Production Company: MJZ
Director: Nick Ball
Executive Producers: David Zander & Noah Goldsmith
Head of Production: Robert Helphand
Director of Photography: Mátyás Erdély
Line Producer: Stine Moisen
Production Service: The Lift
Executive Producer: Fuad Abed
Post Production & VFX: Untold Stories
Executive Producer: Nathan Hoad
Producers: Anh Phan & Sebastian Greene
Creative Director: West Sarokin
VFX Supervisor: Sam Caine
Grade: Company 3 New York
Colourist: Sofie Friis Borup
Producer: Shannen Troup
Head of Production: Edward Rilli
Managing Director: Meghan Lang
Editorial: Trim Editing
Editors: Tom Lindsay, Mark Potter & Ryan Hennessy
Executive Producers: Anne Lai & Luiza Naritomo
Sound: Heard City
Sound Engineers: Phil Loeb, Evan Mangiamele & Nick Duvarney
Managing Partner: Gloria Pitagorsky
Music: Stare Crazy
Composer: Jonno Dreyfus
Music Post Production: Human
Photographers: Santiago Ruisenor & Emman Montalvan
Stills Post Production: Portus Imaging
