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Home » Hanes partners with The Martin Agency to bring to life a unique view of Comfort

Hanes partners with The Martin Agency to bring to life a unique view of Comfort

by | Apr 14, 2023

Hanes has launched a new advertising campaign titled “Make Yourself Comfortable,” which pays homage to its heritage and origins in the Victorian Age of 1901. The campaign promotes Hanes Originals, the brand’s largest cross-category collection to date. “Make Yourself Comfortable” features a long-form cinematic spot and three 30-second spots showcasing modern styles from Hanes Originals against the backdrop of 1900s American society. The campaign will air during the NBA playoffs on ESPN, ABC, and TNT, with additional support from social and digital media, as well as influencer marketing.

Sandra Moore, VP of Brand Marketing for Hanes & Intimates, stated that “Make Yourself Comfortable” reimagines the brand’s origin story through a modern lens, allowing consumers to embrace their originality and depart from the stuffy fashions of the early 1900s. The campaign highlights the true meaning of comfort, both physically and emotionally, and aims to make modern style and comfort accessible to a diverse and modern audience.

The Martin Agency worked with Hanes to bring the campaign to life, creating an unexpected approach that showcases the grandeur of Hanes’ beginnings and builds tension around discomfort, ultimately showcasing how feeling comfortable can help achieve style, individuality, and freedom. The Victorian Age (1900s) provided the perfect backdrop to put this spin on Hanes’ origin story of the invention of comfort,” said Rushil Nadkarni, associate creative director, The Martin Agency.

The campaign features a modern twist on a historic setting, with the iconic music track “Heart of Glass” by Blondie serving as the anthem of the comfort revolution.

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