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the Martin Agency Creative Works Advertising

Hanes kicks up underwear marketing with kangaroo pouch comparison


By Kyle O'Brien, Creative Works Editor

March 12, 2018 | 2 min read

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 Comfort Flex ad

Hanes Comfort Flex compares underwear comfort with kangaroo 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 ad highlights the comfort and support of the new pouch design in its men's underwear. 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 devised by the Martin Agency based in Richmond, Virginia.

The television commercial debuts on March 13 in 15- and 30-second formats during the NCAA Men’s Division I Basketball Tournament, as well as later in the year on a variety of networks.

Hanes: Kangaroo by The Martin Agency

By Hanes

Overall Rating 3/5

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