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Underwear Brand Hanes Journeys Back to its 1901 Beginnings in Fun Campaign


'Make Yourself Comfortable' campaign from The Martin Agency offers a rebellious twist on the Victorian age

Underwear Brand Hanes Journeys Back to its 1901 Beginnings in Fun Campaign

Hanes, America’s No.1 Brand of Underwear, is giving a nod to its heritage in its new 'Make Yourself Comfortable' campaign, set in the Victorian Age of 1901. The advertising spots support HanesOriginals, the largest cross-category collection in Hanes’ nearly 125-year-old history. 

'Make Yourself Comfortable' injects an adventurous, youthful and fresh take on comfort, while honouring the 1901 origin story and the notion that Hanes invented comfort. Hanes worked with The Martin Agency to create four separate spots – a long-form, cinematic, two-minute spot that tells the full story and three 30-second spots that feature bold, colourful, modern styles in the new Hanes Originals collection set against the stuffy, uncomfortable backdrop of 1900’s American society.  

“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, 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. Hanes Originals lets our consumers embrace their originality, departing from the stuffy fashions of the early 1900’s to embrace comfort in a way that feels relevant, stylish and fun to a diverse and modern audience.” 

The ads launch during the NBA Playoffs on ESPN, ABC and TNT. The full Hanes Originals campaign is supported with social and digital media as well as through organic social and influencer marketing.

Tapping into consumer insights on Hanes and honing in on the brand’s pillars, Hanes partnered with The Martin Agency to bring to life a unique view of Comfort. “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,” said Rushil Nadkarni, associate creative director, The Martin Agency. 

“We took an unexpected approach to these spots to showcase the grandeur of Hanes’ beginnings, build the tensions of discomfort, and visually showcase how feeling comfortable can help achieve style, individuality and ultimate freedom,” said Sandra. 

Hanes chose a very American, rebellious, iconic music track, Heart of Glass by Blondie, for the campaign that intentionally puts a modern twist on a historic setting. While the scenes were grounded in period appropriate music, Blondie’s catchy tune transcends time to become the anthem of the comfort revolution. 

The 'Make Yourself Comfortable' campaign invites consumers to embrace modern style without having to sacrifice comfort. Hanes Originals, which features the largest cross-category collection of styles in the brand’s history, delivers a reinvigorated take on modern essentials. An assortment of men’s, women’s, boys’, and girls’ innerwear including t-shirts, tanks, bras, socks, and underwear, as well as a wide array of activewear like hoodies, joggers, leggings, shorts and dresses are available now at major retailers, and retailer websites.

The 'Make Yourself Comfortable' campaign is rolling out nationwide beginning April 11th.


Agency / Creative
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Genres: Comedy, People

Categories: Underwear, Clothing and Fashion

The Martin Agency, Tue, 11 Apr 2023 14:33:12 GMT