Gooding Jr & Jordan to star in Hanes 'Look Who' Ad
06 Jul '07
4 min read
Hanes announced that Cuba Gooding Jr. will be featured alongside Michael Jordan in the brand's latest “Look Who” advertising campaign.
Supporting the new Hanes ComfortSoft Collection for Men, which includes the Hanes ComfortSoft Undershirt and ComfortSoft Underwear, the campaign will feature Academy Award-winning actor Cuba Gooding Jr. and basketball great Michael Jordan in a series of three comedic television ads with twists of unscripted dialogue and alternate endings.
“When people think of Hanes, they think of comfort. To reach our male consumer we wanted to clearly show that Hanes provides superior comfort and affordable style through a humorous TV execution complemented by an engaging online presence,” said Sidney Falken, senior vice president, Hanes brand. “By pairing Cuba's charisma and great sense of humor with sport's most iconic athlete, we feel this approach will resonate with men of all ages, across a broad spectrum of interests.”
The television campaign, created by The Martin Agency of Richmond, Va, will begin on July 9 and will also air the next night during the Major League Baseball All-Star Game. Highlighting the Hanes ComfortSoft Underwear and ComfortSoft Undershirt, all three TV spots will underscore that with Hanes one doesn't have to sacrifice style for superior comfort.
The ComfortSoft Underwear made from 100 percent ultrasoft breathable cotton and features a cotton-wrapped waistband to resist pinching and binding. It's Hanes' most comfortable waistband ever, delivering irresistible all-day comfort. The Hanes ComfortSoft Undershirt features super soft ring-spun cotton fabric and superior collar construction.
marketing@alchempro.com
