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