Hanes teamed up with NBA legend Michael Jordan once again to promote the underwear brand's new Tagless campaign, where men's underwear, including boxers and shorts, will no longer have the annoying itch and irritation that came with a dangling plastic tag in the back, according to a press release issued by the brand on Tuesday. Hanes initially took this route when they got rid of the tags for their undershirts 10 years ago.
The new line will be heavily promoted with new television ads featuring Jordan, who has been a spokesperson for Hanes for more than 20 years, explaining the annoyance of feeling tags when wearing Hanes underwear, in three spots called "Office," "Movie Talker," and "Grilling."
"These ads do a great job of driving home the point of how annoying tags are in a very funny and entertaining way. I personally can't stand annoying, itchy tags and I'm so glad Hanes decided to get rid of them... and I'm very happy to help," Jordan said for the press release. "I've been working with Hanes for more than 20 years and each time we've created ads together, it's been a blast."
The ads focus further on Jordan "rescuing men," according to the press release, from the irritation that comes with wearing tagged underwear, and how the new Hanes brands will be beneficial for their personal comfort.
The "Office" promo features a man at his office desk being discomforted by his underwear tag, and is saved when Jordan enters to come and toss the tag in the paper shredder. With "Movie Talker," a couple sit in a dark movie theatre to watch a feature, and the man is irritated by his underwear tag - which becomes animated and tells the man the plot of the film. Jordan is found sitting behind the couple, and to save the moviegoer from further irritation, rips off the tag and throws it like a basketball into a cup of soda. The "Grilling" ad displays a man grilling in his backyard, being hassled by his underwear tag yet again, and thus Jordan comes to aid the man, where he tosses the tag into the grill's frames. All three ads feature the tagline "Tags are annoying. So we got rid of them," noted the press release.
"As a brand, our mission is to deliver consumer-driven product innovations for superior comfort with enhanced fit," Sidney Falken, chief branding officer, Hanes, stated for the press release. "Tags continue to be a significant irritant for our consumers, so we sought to address this issue across all of our styles of men's underwear bottoms. We consider ourselves to be comfort innovators and we strive to deliver both physical and emotional comfort with all of our products. Our ultimate goal is perfect comfort, without a distracting tag."
