If you’re a bloke with an Instagram account, you could be forgiven for feeling your average bod is the odd bod. Like Dollar Shave Club, Hanes has a target audience of men who have to live in the real world where “average” bods actually come in all shapes and sizes.

After all, the brand’s overall mission is Comfort For All. So it is making the world a more comfortable place for all those bods and making the men in that world more comfortable with their bods, with a rousing song and a montage of visibly happy bods in Comfort FlexFit boxer briefs.

The campaign by The Martin Agency is running in both 15- and 30-second spots on network and cable TV and online video in the US and supported by Facebook and Instagram content.

Credits

Agency: The Martin Agency

Chief Creative Officer: Karen Costello

Creative Director: John Szalay

Art Director: Sally Lee

Copywriter: Page Jensen-Slattengren

VP, Executive Producer: Pamela Mahan

SVP, Group Account Director: Sydney Norton

Account Supervisor: Liesl Lipford

Production Company: Landia

Director: Miguel Campaña

Executive Producer: Juan Taylor

DoP: Christos Voudouris

Art Director: Andrew Morton

Client: Hanes

Chief Branding Officer: Sidney Falken

Vice President, Marketing: Jaye Powell

Marketing Director: Heather Hough

Senior Marketing Manager: Jamie Wallis

Director of Merchandising: Ginny Parks

Merchandising Manager: Marla Darden