“Its Always been hanes.”

The brief was: “Woah, that’s Hanes?”

To answer that question, we asked ourselves another one. Can Hanes be sexy? And as we thought about it, we realized— it always has been.

There’s a reason Hanes has been around for over 100 years. They make people look good— really good. Think of a crisp white tee over tan arms, a soft tank over bare shoulders. Hanes has dressed generations of heartthrobs with a classic look that never goes out of style; wear Hanes inside, outside, to bed (or to bed someone). When you wear Hanes you look good and feel even better. It’s always been Hanes.

Our campaign focused on the longevity, timelessness, and simple sexiness of the brand. Hanes isn’t your dad’s underwear brand— it’s the brand of icons. You can never go wrong with a classic white shirt, you know it’ll always look good. It’s something Hanes has always known and always gotten right. They’ve spent decades making people look and feel good, and they don’t plan on stopping anytime soon.