03.12.2008
Hanes goes undercover in new ads
Long the subject of nightmares for awkward adolescent schoolboys, wedgies are getting a glamorous overhaul by Hanes underwear.
The undergarment maker introduced its “No Ride Up Panty” for women with two 30-second spots during “American Idol” last night.
In the commercials, actress Sarah Chalke, star of the sitcom “Scrubs,” does her thespian best to illustrate the discomfort associated with the wayward piece of cloth and illustrates how to dislodge said cloth in ways Emily Post would find undignified.
This was, of course, before finding the product that will give her immediate relief.
The campaign, created by The Martin Agency in Richmond, also features print ads in which Chalke bemoans wedgies.
Martin is the advertising agency of record for Hanesbrands Inc. This is the latest installment of the “Look Who” campaign, which began in 2005 and has featured Michael Jordan, Kevin Bacon, Cuba Gooding Jr. and Jennifer Love Hewitt.
“I am so glad that Hanes is conquering the dreaded wedgie because it can happen at any time to anyone — I should know,” Chalke said in a statement, referring to an incident on the red carpet before the Emmy Awards several years ago.
“There were cameras everywhere so I had no opportunity to fix anything, especially a wedgie,” she said.
“We wanted to address women’s number one panty complaint with humor and candor,” said Sidney Falken, senior vice president of Hanes brand.
The campaign will include television, print and online advertising, as well as Internet-based social networking.
Chalke’s “Scrubs” co-star Zach Braff directed the TV ads.
No word yet on what the company that already tackled VPL — visible panty line — will address next.
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