Hanes Campaign 'Look Who' Plays With Celebs

“Two and a Half Men” actor Charlie Sheen is the latest celebrity to venerate Michael Jordan in Hanes’ ad campaign. Set to begin June 2, “Look Who” will run on TV with support online and on Xbox Live through the end of 2008.

Digital work was completed by Starcom, which also handled the media buy. The agency created an integrated campaign called “Hanes Comfort Zone” within ESPN.com’s Fantasy Baseball section. “We will start with three sets of banners for ESPN.com and update and refresh with new material featuring Charlie, Michael, and the Hanes Girls throughout the 12 months of the campaign,” said David McBride, director of brand marketing at Hanes.

Additional exposure includes in-game advertising on Xbox Live through a buy with Microsoft’s Massive unit. “Hanes will be strategically placed in several Xbox Live games,” said McBride. Those include “NASCAR 2008” and “NHL 2008” from Electronic Arts, and Take 2 Interactive’s MLB title “The Bigs.”

The campaign, which includes TV spots created by The Martin Agency, promotes Hanes’ Lay Flat Collar Undershirt and No Ride Up Boxer Briefs. In the commercials actor Charlie Sheen is thrilled to wear the same brand of undergarments as Michael Jordan.

Hanes will greet online visitors on a special landing page. “Here, visitors can preview the two TV spots and behind-the-scenes footage from Charlie and Michael’s shoot as well as learn more about the featured men’s products with the help of the Hanes Girls,” said McBride.

Consumers are also able to download a Hanes Underwear Clock widget featuring the Hanes Girls wearing Hanes underwear for men while forming the numbers on a clock. Widget subscribers receive updates on new styles and sales.

Previous campaigns have included actor Cuba Gooding, Jr. and Michael Jordan, and those spots are available on the Hanes Web site. Hanes has also done a “Hanes ConfortZone” channel on Metacafe

This story has been updated with new information.