(Filed Under Financial and General Interest News). On May 16, Hanes kicked off its men’s underwear marketing campaign featuring basketball star Michael Jordan. Jordan is acting in a series of television commercial about Hanes Lay Flat Collar undershirts, which the company claims do not droop into wavy “bacon necks” like many other men’s undershirts. The commercial is airing on cable entertainment and sports programming. The campaign will also include radio commercials, Internet content pieces and digital activations.
The company’s intention with the campaign is to convey the quality of their products through humor. “We’ve created some very funny ads and I’m excited for people to see them,” Jordan said. “I’ve been working with Hanes for 20 years, and this shoot stands out as one of my best experiences. I laughed the whole time, and I have had a lot of fun watching all of the ads come to life.”
The May 16 commercial finds Jordan trapped on an airplane next to a chatty carpet salesman, with whom he has nothing in common, except that they are both wearing Lay Flat Collar Undershirts. A voice over concludes the commercial with “the Lay Flat Collar. Lays flat. Won’t bacon. Only from Hanes.”
Hanes developed the Lay Flat Collar collection after researching consumer concerns, and discovering that many men seek a collar that keeps its shape and does not become wavy over time (referred to in the new ads as “bacon necks.”)
“Hanes products are in nearly nine out of 10 U.S. households and comfort is our biggest priority, which is why we are constantly creating new innovations that make people look and feel better,” Sidney Falken, senior vice president of the Hanes brand, said. “Our Hanes Lay Flat Collar Undershirts have been a great success, and we are very proud to now offer this feature in our dyed undershirts [the fastest growing men’s underwear category, according to Hanes]. The innovation ensures that the undershirt fits the way it’s supposed to and the collar does not become wavy like cooked bacon – no matter how many times you wear and wash it.”
Hanes is a flagship brand of Hanesbrands Inc.
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