Hanes: Kangaroo by The Martin Agency

Client: Hanes
Date: Mar 2018
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A lot of underwear marketing consists of svelte bodies wearing thin garments in fashionable poses. Hanes is taking a different approach that involves a comparison to a kangaroo’s pouch.

Hanes has launched the spot, ‘Kangaroo,’ to celebrate the introduction of the company’s Comfort Flex Fit Boxer Briefs.

Inspired by the comfort naturally found in a kangaroo’s pouch and using the tone often found in nature documentaries, the commercial features footage of kangaroos in the wild followed by a surprise ending that packs a wallop. The new creative aims to inspire fans to experience ‘The Magic of the Pouch’ for themselves.

The creative for the spots was done by the Martin Agency based in Richmond, Virginia.



Chief Branding Officer: Sidney Falken

Director of Marketing: Tim Blankenbaker

Senior Marketing Manager: Jamie Wallis

Senior Manager, Consumer Insights: Scout Ewing

Marketing Manager: Maria Talbert


Group Creative Director: Danny Robinson

Art Director: Raiven Delisle

Executive Producer: Pamela Mahan

Content Producer: Catherine Kennedy

Director of Business Affairs: Kerry Berkbigler Ayers

Senior Financial Affairs Manager: Kelly Clow

Group Account Director: Sydney Norton

Account Director: Michael Henry

Account Executive: Liesl Lipford

Senior Strategic Planner: Cecelia Parrish

Group Project Manager: Kevin Merrill


Editorial Company: Running with Scissors

Editor: Danny Reidy

Assistant Editor: Jay Purrington

Editorial Producer: Katherine Leatherwood Brakman


VFX, Finishing, and Color: Running with Scissors

Flame Artist: Chris Hagan

Finishing Producer: Katherine Leatherwood Brakman

Color Studio: Company 3 - Atlanta

Colorist: Billy Gabor


Audio Post Facility: Rainmaker Studios

Producer: Clinton Spell

Sound Designer and Mixer: Jeff McManus