Gooding Jr & Jordan to star in Hanes 'Look Who' Ad
06 Jul '07
4 min read
Excited at the thought of receiving a gift from Michael Jordan, Cuba immediately tries on the underwear for himself and runs to tell Michael about it. Michael, surrounded by adoring fans signing autographs, is suddenly stopped in his tracks when he hears Cuba yelling, “I'm wearing your underwear!” and is flabbergasted that the comment is directed at him. An embarrassed Cuba reflects as the fans stare at him in dismay.
The second ad, entitled “Meeting MJ,” features a smooth Cuba who is being briefed by show producers about what not to do when meeting Michael specifically he is not to touch Michael's soft shirt.
However, the minute Cuba sees Michael, he's overwhelmed with excitement about meeting the legendary basketball star, and Cuba grabs Michael into a bear hug. Immediately Cuba recognizes the soft shirt that he was warned about and starts telling Michael how soft he is while tightening his grip on the shirt, eventually having to be pulled away by a gang of staff and security.
Continuing in the same humorous approach, the third TV spot, “Dressing Room,” features Cuba finds himself alone in Michael's dressing room withthe basketball star's duffle bag.
Unable to resist temptation, Cuba begins rifling through the bag and finds a cereal box with Michael's photo, Jordan Cologne, a basketball and a Hanes ComfortSoft Undershirt. Cuba tries on the undershirt and engages in a hilarious imitation of Michael playing basketball until he is caught by the stunned basketball star.
The TV campaign will run through June 2008 and will be complemented with an online banner campaign. In addition, a 15-second teaser spot of “Meeting MJ” will air on TV, and will drive viewers to an integrated microsite, to see four different “alternate endings.”
The execution allows Hanes to add freshness to the story line while encouraging interaction between the brand and its consumers. The microsite, which goes live July 9, will allow visitors to virtually explore Michael and Cuba's dressing rooms. Additional components including behind-the-scenes footage and outtakes from the commercial shoot, as well as interactive games with prizes that will be added throughout the summer.
Hanes launched the widely popular "Look Who" advertising campaign in 2005. Since its inception, the ads have featured celebrities including Matthew Perry, Marisa Tomei, Damon Wayans, Christina Applegate, Kevin Bacon and most recently Jennifer Love Hewitt.
marketing@alchempro.com
