Hanes’ new advertising campaign takes place in the company’s founding year of 1901 and has a modern take on the Victorian era.
The newest Originals collection from Hanes features apparel such as T-shirts, tank tops, bras, socks, underwear, and activewear. One audience member strips down to his red Hanes underwear and dances alone to Blondie’s “Heart of Glass” while the rest of the upper society sweats in Victorian clothing styles in the commercial.
Pop culture references, fourth-wall cracking, and an eclectic cast let Hanes & Intimates poke fun at stuffy eras. The 30-second spots are meant to coincide with broadcasts of the NBA Playoffs. Three shorter, 30-second commercials are based on the vignettes. The Martin Agency and Hanes have made diversity and inclusion a central focus of their campaigns in recent years.