Hanes needed to reach males 18-34. But the brand assets they had weren’t going to work. Outtakes from Michael Jordan ads? I don’t think so. To the target they were looking at for this campaign, Kobe Bryant was an old player. They needed something brand new.
We sent an average guy (Dave — a real estate agent from Illinois) on the road to challenge celebrities to feats of smarts, strength and skill to show that anyone can be comfy in their Hanes Comforsofts in any situation.
The results were overwhelming. Dave arm wrestled rapper 50-Cent for watches, Challenged Paris Hilton to a pose-off, jumped rope with Cuba Gooding Jr. and got in Tom Brady’s face to name a few. The campaign lived on Dave’s site, in social media and on affinity sites like ESPN and Comedy Central.
I was a design and creative direction lead for the full campaign. I have shown two selected elements here.
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