Life must have been horribly uncomfortable in the Victorian Era, not only because of society’s stitched up rules and etiquettes. Women were laced into corsets, men wore high collars and bow ties…

The Martin Agency and Hanes have used this reality to create a fanciful idea about the beginning of the brand (which was born during the era) and the idea that Hanes invented comfort.

The campaign consists of four commercials, led by a cinematic two-minute spot that tells the full story, with three 30-second cutdowns that feature the new Hanes Originals collection set against the stuffy, uncomfortable backdrop of 1900s American society. The juxtaposition of comfort is underscored by Blondie’s Heart of Glass in the films directed by The Coles (Sophie and Walker Cole) with production company, Sanctuary Content.

The campaign launched in the US during the NBA Playoffs on ESPN, ABC and TNT. The full Hanes Originals campaign also includes social and digital.

“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,” stated Sandra Moore, VP, brand marketing, Hanes & Intimates. “We leaned into our brand promise with Hanes Originals and went even deeper, examining the true meaning of comfort – both from a physical sense and emotionally. 

“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, VP, Brand Marketing at Hanes & Intimates. “We leaned into our brand promise with Hanes Originals and went even deeper, examining the true meaning of comfort – both from a physical sense and emotionally.”

“When you feel good in your clothing, you’re able to feel comfortable being 100% your unfiltered, unequivocal self. The Victorian Age (1900s) provided the perfect backdrop to put this spin on Hanes’ origin story of the invention of comfort,” added Rushil Nadkarni, associate creative director, The Martin Agency.