HANES / 1901: INVENTION OF COMFORT

To celebrate Hanes’ heritage while reintroducing its modern identity, The Martin Agency launched “Make Yourself Comfortable,” a cinematic campaign that reimagines the brand’s 1901 origins with a playful, contemporary twist. Set in the stuffy Victorian era, the hero film and supporting spots show characters breaking free from restrictive, ornate clothing to reveal bold Hanes Originals pieces—set to Blondie’s “Heart of Glass.” What begins as a scene of discomfort transforms into a joyful rebellion for comfort and self-expression. The work draws inspiration from cultural trends like Bridgerton-style anachronism, using humor, pop culture, and a diverse cast to make a 125-year-old brand feel freshly relevant. Backed by social, digital, and influencer activations, the campaign launched during the NBA Playoffs on ESPN, ABC, and TNT, positioning Hanes as the original, and still reigning, inventor of comfort.

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KEY HIGHLIGHTS

• Massive Reach: 3.2 billion impressions and $39.38 million in ad value across 34 pieces of earned media.

• A Modernized Brand Story: Positioned Hanes Originals as a leader in innovation and quality, enhancing brand visibility and establishing a culturally relevant tone.

• 1901 Branded Influencer Trunks: Delivered personalized trunks to influencers, strengthening connections and expanding campaign reach through organic content

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PRESS

• Ad Age: Hanes travels back to 1901 and the ‘invention of comfort’ in fun Martin Agency campaign

• Little Black Book Online: Underwear Brand Hanes Journeys Back to its 1901 Beginnings in Fun Campaign

• Marketing Dive: Hanes breaks stuffy Victorian Era conventions with help from Blondie

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AWARDS

• 2024 One Show (Shortlist): Direction

• 2024 One Show (Shortlist): Online Commercials Over :90

• 2024 AICP Show (Shortlist): Production Design

• 2024 one show  — Direction (shortlist)

• 2024 one show  — online commercials over :90 (shortlist)

• 2024 one show —  use of licensed music (shortlist)

• 2024 aicp show — production design (SHORTLIST)

• 2024 aicp post — Editorial: fashion/beauty (SHORTLIST)

• 2023 Vimeo Staff Pick

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Credits: Agency: The Martin Agency Directors: Sofie and Walker Cole Production company: Sanctuary Creative Director: Gustavo Dorietto ACD's: Avi Steinbach, Rushil Nadkarni Social Creative Lead: Nadezhda Camperlengo Art Director: Lacey Tobler Copywriter: Ryan Cuming Social Media Manager: Megan Craig Line Producer: Leah Allina DOP: Arseni Khachaturan Production Designer: Lucie Amosse Choreographer: Matilda Adrea Anna Fleberg Stylist: Thomas P. Murray Local wardrobe stylist: Oscar Charpentier MUP Artist: Jana Dopitov Strategy: Megan Bagli, Morgan Aceino Account Manager: Vincent Mcnatt Group Account Director: Katie White Account Supervisor: Megan Spiess