Actor Sheen Joins Hanes Distinguished Celebrity Roster for Newest 'Look Who'
Advertising Campaign Supporting New Hanes Lay Flat Collar Undershirts and
Hanes No Ride Up Boxer Briefs
WINSTON-SALEM, N.C., May 27 /PRNewswire-FirstCall/ -- Hanes(R) will launch
new television advertising June 2 featuring sports great Michael Jordan and
actor Charlie Sheen to support new Hanes Lay Flat Collar Undershirts and Hanes
No Ride Up Boxer briefs, the brand's latest innovation in product comfort and
The brand's latest installment of its iconic "Look Who" advertising
campaign uses the two celebrities playing themselves in two humorous
television spots with Sheen as an overenthusiastic fan of Jordan's.
The campaign, which will include online and video game advertising,
showcases Hanes first men's products to carry the brand's Comfort Fit Promise
-- a money-back guarantee to eliminate underwear fit and comfort concerns.
"We are dedicated to making our products the best fitting and most
comfortable -- two attributes that are especially important to men. They want
to look and feel good without having to worry about it," said Sidney Falken,
senior vice president, Hanes brand. "Charlie's work in films and sitcoms that
appeal to men, including his current hit CBS sitcom Two and a Half Men, along
with his charisma and witty sense of humor make him a great personality to
engage men and support our new products."
Hanes Lay Flat Collar Undershirts have been reinvented from the top down
with a two-ply neckband that will not stretch out of shape or waffle and with
a longer hem that stays neatly tucked. The Tagless(R) undershirts also feature
preshrunk cotton specially knit for softness. Consumer testing showed the
Hanes Lay Flat Collar Undershirt rated significantly higher than the leading
Hanes No Ride Up Boxer Briefs have been redesigned for superior fit
because consumer research indicates that 70 percent of men cite problems with
the fit of their boxer briefs, with 30 percent noting "riding up" as a key
comfort concern. The Hanes No Ride Up Boxer Briefs feature leg bands that
prevent ride up and have fabric-wrapped ComfortSoft Tagless waistbands.
Consumer testing showed the No Ride Up Boxer Briefs outperformed key
The TV advertising, created by The Martin Agency of Richmond, Va., will
debut June 2 during the NHL Finals on NBC and will air later in the week
during the NBA Finals on ESPN and NASCAR on ESPN.
Running in 15- and 30-second formats, the TV ads take viewers into a day
in the life of Sheen as he crosses paths with Jordan and assumes the
uncharacteristic role of an over-enthusiastic fan excited to be wearing the
same brand of undershirts and underwear as the sports superstar.
"I had a great time working on the campaign," Sheen said. "It's nice to
poke fun at yourself, sell great products and work with a legend -- not much
to complain about in a day's work."
In the first spot titled "Phone Toss," Sheen is seen exiting a hotel and
is in the midst of tipping a bellboy when he spots Jordan driving by. He
immediately runs up to Jordan's car, telling him that someone turned him on to
the new Hanes Lay Flat Collar Undershirt. He suggests Jordan do the same, not
realizing the basketball great is already wearing one. As Jordan starts to
drive away, a determined Sheen keeps talking, inviting Jordan to dinner and
asking for his phone number. Jordan is finally forced to drive away prompting
Sheen to throw his phone in the back seat of Jordan's convertible, asking him
to call him to do dinner.
In the second spot, "Valet," airing later this summer, Jordan is coming
back from a round of golf and this time Sheen is behind the wheel. When Sheen
notices Jordan walking by, he puts his car in reverse and tries to engage him
in conversation as he continues to drive in reverse. He tells Jordan he's
wearing the new Hanes No Ride Up Boxer Briefs and moves to show off the pair
he's wearing while still driving. Jordan tries to tell him he's about to run
into the valet stand, but it's too late and a comedic crash ensues.
The TV campaign will be the foundation for an online execution launching
July 14 with ad banners and sponsorship of the Fantasy Baseball Hanes Comfort
Zone on ESPN.com. In the Comfort Zone, visitors can read about the latest news
in Fantasy Baseball and learn which players are in their personal comfort
zones and playing well each week. Hanes and the campaign messaging will also
be strategically placed in select XBOXLive.com games, including NASCAR 2008,
NHL 2008 and MLB's "The Bigs." Additionally, Hanes will launch a unique men's
landing page June 2 at hanes.com/charlie featuring the TV campaign, outtakes
and other content targeted to men.
Hanes is a leading brand of intimate apparel, underwear, sleepwear, socks,
shoes and casual apparel. Hanes is a flagship brand of Hanesbrands Inc. Hanes
products can be found at leading retail stores nationwide and online direct to
consumers at www.hanes.com.
About Hanesbrands Inc.
Hanesbrands Inc. (NYSE: HBI) is a leading marketer of innerwear, outerwear
and hosiery apparel under strong consumer brands, including Hanes, Champion,
Playtex, Bali, Just My Size, barely there and Wonderbra. The company designs,
manufactures, sources and sells T-shirts, bras, panties, men's underwear,
children's underwear, socks, hosiery, casual wear and active wear. Hanesbrands
has approximately 50,000 employees in more than 25 countries. More information
about Hanesbrands Inc. may be found on the Internet at www.Hanesbrands.com.
Contacts: Susannah Frank
Stacy De Fino
CONTACT: Susannah Frank, +firstname.lastname@example.org, or
Stacy De Fino, +1-212-445-8454, email@example.com for Hanes
Web site: http://www.hanes.com