Men sing about their body confidence in Hanes' musical-style spot
Ad from the Martin Agency aims to address male body anxiety
Editor's Pick
It's not just women who need to be more confident about their body size, as catered to by the likes of Dove. A new campaign from Hanes aims to "celebrate inclusivity and authenticity" as it shows men of all body shapes and sizes singing , Broadway musical-style, about how its underwear gives them body confidence.
Created by The Martin Agency, the campaign has a wide range of different types of guy -- from muscular "gym bods" to "dad bods" and "average bro bods" -- bursting into song about how Hanes' underwear suits them just right. Hanes says it wants to address the "culturally driven body anxiety often associated with women but also faced by men."
John Szalay, associate creative director at The Martin Agency, comments: “We felt that music was the best way to bring this idea to life because if you feel confident enough sing in your underwear in random places, you’ve got to truly be comfortable with yourself. We landed on an idea that establishes a fresh, new voice for Hanes that also feels big and thoughtful with a hint of fun."
Directed by Landia's Miguel Campana, the campaign will run both 15- and 30-second spots across TV and online video and is supported by Facebook and Instagram content.
Credits
- Date
- Aug 07, 2019
- Client :
- Hanes
- Agency :
- The Martin Agency
- Chief Branding Officer :
- Sidney Falken
- Vice President Marketing :
- Jaye Powell
- Marketing Director :
- Heather Hough
- Senior Marketing Manager :
- Jamie Wallis
- Director of Merchandising :
- Ginny Parks
- Merchandising Manager :
- Marla Darden
- Chief Creative Officer :
- Karen Costello
- Creative Director :
- John Szalay
- Art Director :
- Sally Lee
- Copywriter :
- Page Jensen-Slattengren
- VP Executive Producer :
- Pamela Mahan
- SVP Group Account Director :
- Sydney Norton
- Account Supervisor :
- Liesl Lipford
- VP GPMS :
- Sandra Snead
- Financial Affairs Manager :
- Carrie Marcus
- Business Affairs Manager :
- Julie Lefton
- Director :
- Miguel Campana
- MPEP :
- Juan Taylor
- Director of Photography :
- Christos Voudouris
- Art Director :
- Andrew Morton
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