Hanes: Mom-Isms
Advertising Campaign
The Mom-isms campaign is a fun look at what happens when traditional underwear-focused motherly wisdom meets the modern family. Directed toward the female head of house, this idea features the unnervingly upbeat RetroMom, who is always looking out for her family.
No Matter What.
Unfortunately for them, it’s her disheveled kin who may or may not be wearing clean underwear.
No Matter What.
Unfortunately for them, it’s her disheveled kin who may or may not be wearing clean underwear.
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1950’s-style Narrator over homey, domestic music...
Childhood shapes our lives, for better or worse. And Mom’s wisdom will always be there to keep us in line. Or, at least, to shame us into remembering her words.
Commercial
1950’s-style Narrator over homey, domestic music...
Childhood shapes our lives, for better or worse. And Mom’s wisdom will always be there to keep us in line. Or, at least, to shame us into remembering her words.
A quiet family kitchen late at night, and all is calm. A yawning teenage boy opens the fridge to grab a snack.
“Wear clean underwear!” Mom jump-scares the bug-eyed kid, who grabs his thumping chest.
Milk jug falls. Cat screams.
“You never know when you’ll be in an accident,” says Mom, smiling at the camera.
“Wear clean underwear!” Mom jump-scares the bug-eyed kid, who grabs his thumping chest.
Milk jug falls. Cat screams.
“You never know when you’ll be in an accident,” says Mom, smiling at the camera.
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![Hanes, mom, momisms, mom-isms, family, underwear, funny, commercial, Dad, husband, scared, car, tools, social media, Instagram, stories, Facebook, ads, Ted, Johnston, Creative, Studios, creative, director, illustration, illustrator, artist, advertising, marketing]()
In the garage, Dad is under the car, changing the oil.
“Wear clean underwear!” Clank! goes Dad’s head.
Tools fall. Cat screams.
“You never know when you’ll be in an accident,” smiles Mom, shaking her head.
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![Hanes, mom, momisms, mom-isms, family, underwear, funny, commercial, girl, daughter, scared, couch, table, living room, social media, Instagram, stories, Facebook, ads, Ted, Johnston, Creative, Studios, creative, director, illustration, illustrator, artist, advertising, marketing]()
A lazy afternoon in the family living room, and a young girl is napping on the couch.
“Wear clean underwear!”
The girl pops off the couch like a fish in a boat, landing with a thud on the floor.
Glass breaks. Cat screams.
“You never know when you’ll be in accident,” laughs Mom, totally unconcerned.
Hanes: Mom-Isms
Client PresentationChallenge
Research has shown that sales of Hanes men’s and women’s underwear has lagged behind last year’s numbers, contributing to a lower than expected ROI. An updated advertising campaign is needed to put Hanes back to a top of mind position with consumers.
Solution
Create a nostalgic and ownable underwear-related scenario that is relatable to everyone, utilizing the history and recognizability of the brand to reclaim its leadership position.
Concept
Mom-isms
Activation
The Mom-isms campaign focuses on the unnervingly upbeat RetroMom who’s always looking out for her family, no matter what. Ads feature her disheveled kin wearing what may or may not be clean underwear.
Commercials are paired with three 10 to 15 second episodes appearing on partner sites as rich media or native video. Episodes are based on the three scenarios featured in the main commercial.
In addition, each episode is paired with a partner company who caters to a similar family-focused demographic as Mom’s unwitting victim. For instance, the Dad episode pairs with an automotive partner. The Boy episode pairs with a snack food partner, the Girl episode with a back-to-school partner. Each ad buy is strategically aligned on social media sites to pair Hanes with it’s episode-specific partners in advertising feeds.
Contributions: Concept, Creative Direction, Art Direction, Copywriting