Michael Jordan had been endorsing Hanes for 15 years before the brand set him up with sidekick Jackie Chan, in this rollout via The Martin Agency for its new Tagless t-shirt line. (Hanes also sponsored ABC’s “Enhanced TV” coverage of the big game in 2003; powered by an embryonic PC app, viewers of a certain mindset could check out real-time stats and answer polls while watching the Bucs roll all over the Raiders.) M.J. does his standard bemused and all-but-motionless breaking of the fourth wall, while the martial arts master wages war on a recalcitrant tag on the neck of his shirt.
This was Hanes’ first Super Bowl spot since 1985, and its t-shirt sales jumped 15% in the months following the launch of the Tagless tees.
Director Michael Rolston also lensed Michael Jackson’s video for “Bad.”
Music Company: Pull. Editorial: Bug Editorial. Editor: Mike Colletta.
AGENCY: The Martin Agency
QUARTER AIRED: Q2