Hanes shows off its new pouch in underwear ad

Spot from The Martin Agency will premiere during the NBA Playoffs

Published On
Apr 14, 2022

Editor's Pick

Hanes is bringing its number one underwear guru to the NBA playoffs this weekend. A year ago, Hans traveled the world to find “ball-ance” within his underwear. 


Now, the character played by “The Righteous Gemstones” actor Tony Cavalero is back to relieve the heat building up within athletes’ pouches. Hans’ new adventure takes him to the desert, where high temperatures and dry winds can definitely cause problems down there. But the oasis he’s searching for appears in the form of Hanes’ new quick-drying and moisture-wicking performance underpants.


Hans brings a hilarious Jack Black-esque suaveness to the ad, which ends with Hans befriending a boombox-toting meerkat. Floating in a cool pool, Hans shrieks with laughter at the meerkat’s squeaks. “Camel doesn’t get it!” he guffaws as the camera zooms out to reveal a camel floating in a flamingo tube.

The ad will air during the NBA playoffs this Saturday on ESPN, ABC and TNT before expanding to other broadcast networks next month. The spot will run throughout 2022 on paid social channels and streaming platforms.


Apr 14, 2022
Client :
Agency :
The Martin Agency
Chief Consumer Officer :
Greg Hall
SVP & GM, U.S. Men’s Underwear :
Nadine Hall
VP, Global Brand Marketing :
Alvin Chow
Senior Brand Marketing Manager :
Maria Talbert
Chief Creative Officer :
Danny Robinson
Executive Creative Director :
Jordi Martinez
Group Creative Director :
Gustavo Dorietto
Associate Creative Director :
Avi Steinbach
Associate Creative Director :
Rushil Nadkarni
Art Director :
MJ Cuyan
Copywriter :
Brigham Kmetzsch
Account Director :
Kelsey Johnson
Account Executive :
Samantha Small
Group Strategy Director :
Morgan Aceino
Group Account Director :
Chuka Schneider
Business Affairs Manager :
Suzanne Wieringo
Financial Affairs Manager :
Kevin Llewellyn
Senior Project Manager :
Eric Serviss
Senior Project Manager :
Kristen Palmisano
Executive Producer :
Ann Parker
Executive Producer :
Kim Slowik
Senior Producer :
Catherine Kennedy
Digital Producer :
Chris Gsell
Storyboard Illustrator :
Eric Serviss
Talent :
Tony Cavalero
Editorial :
Arcade Edit
Edit :
Dave Anderson
Producer :
Ellen Lavery
Animation :
Executive Producer :
Aurelian Simon
Mixer :
Eleven Sound
Engineer :
Andrew Smith
Engineer :
Jeff Payne
Producer :
Melissa Elston
Color :
Company 3
Colorist :
Dave Hussey
Producer :
Mario Castro
Production Company :
Eleanor Films
Director :
Chris Woods
Executive Producer :
Sophie Gold

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