Hanes crafts another 1901 period piece, this time with cowboys

What does a cowboy wear? A button-down shirt, blue jeans, leather chaps, a handkerchief, cowhide boots, a brimmed hat—and last but not least, some Hanes Originals with SuperSoft fabrics and styles. Yeehaw! "The Great Softening" is Hanes' newest campaign, which aims to expand its successful cross-category launch with the introduction of Hanes Originals’ latest addition featuring SuperSoft fabrics. The campaign offers a quick update on styles, with a new variety of colors and fabrics, including luxe viscose from bamboo. “We are leveraging our global design expertise to develop pieces that tick all the boxes for our consumers. Unmatched softness, driven by transformative fabrics that have truly redefined comfort, is what the new styles are all about,” said Jane Newman, chief design officer of global innerwear at HanesBrands, in a statement. Directed by Joseph Kahn and produced by The Martin Agency, a new spot is set in Hanes Town, circa 1901, the year the brand was founded. It follows a Hanes spot from last April that also revisited 1901, though the setting then was a Downton Abbey-ish aristocratic manor. The new film features a dusty cowboy who rides into the deserted town on his horse and then dismounts to enter the Hanes Saloon. He approaches the bar, and the bartender slides him something rather peculiar for the occasion—some super cozy-looking Hanes SuperSoft underwear. To everyone's surprise, the cowboy smiles in approval, and as soon as he puts on his new Hanes, the rest of the bar don their underwear, too. The clip shows the guests, both men and women, smiling and feeling more comfortable in their underwear, bras and socks, a welcome change from the leather attire in the dry desert area. They even take tintype photos to commemorate the comfortable day—wearing nothing but Hanes, boots and cowboy hats! “The clip helps differentiate Hanes from competitors with an easy humor that defines how accessible the brand is,” said Khan, known for his decades-long music-video collaborations with artists such as Britney Spears, Lady Gaga, Mariah Carey and Taylor Swift, among others. “Underwear can be a tricky product to sell, and we break through the awkwardness by embracing and celebrating it,” added Kahn. “Yet the ad takes the product seriously through its high production value and aesthetics. The commercial reflects the product: relatable, stylish and state of the art.” The almost 90-second video, which will air as a :30 on TV, is a continuation of the collaboration between The Martin Agency and Hanes. Ad Age Young Creatives Last year, three 30-second spots were released under a campaign called "Make Yourself Comfortable," showcasing the comfort of the brand’s products against the backdrop of 1900s American society. On the change of scenery for this campaign, Rushil Nadkarni, associate creative director at The Martin Agency, said they decided to “continue to push the needle ... but this time on a different narrative—one that takes place in the rough and tough Wild West, a time when living was every shade of uncomfortable.” The campaign debuted March 17 and will be featured during the college basketball playoffs on CBS, Tru, TBS and TNT. It will also receive support through social and digital media, including organic social and influencer marketing initiatives. Hanes Originals SuperSoft styles are now available on Hanes.com and at authorized retailers nationwide, including Amazon, Target, Walmart and Kohl’s.

Hanes crafts another 1901 period piece, this time with cowboys

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