Hanes gets comfortable

In this new two-minute spot American underwear brand Hanes gives a nod to its early 20th century heritage as the stuffy Victorians are set free by the company's comfortable clothing.

Set in 1901 the new Make Yourself Comfortable campaign, consisting of the hero spot [above] and three cut-downs [below], celebrates comfort while honouring the brand's near 125-year history. 

Created by The Martin Agency and directed by The Coles [Sophie and Walker Cole] through Sanctuary Content the campaign, which is set to the iconic track Heart of Glass, by Blondie, sees the new Hanes Originals collection set against the stuffy, uncomfortable backdrop of 1900’s American society.

“Going back to 1901 serves as a nod to Hanes’ iconic history while helping consumers to view the brand’s origin story reimagined through a modern lens,” said Sandra Moore, VP, Brand Marketing at Hanes & Intimates. “We leaned into our brand promise with Hanes Originals and went even deeper, examining the true meaning of comfort – both from a physical sense and emotionally.”

“When you feel good in your clothing, you’re able to feel comfortable being 100% your unfiltered, unequivocal self," added Rushil Nadkarni, Associate Creative Director at The Martin Agency. "The Victorian Age provided the perfect backdrop to put this spin on Hanes’ origin story of the invention of comfort."