Get Comfortable

Hanes has launched ‘Get Comfortable’, a new campaign marking a significant shift in the brand’s messaging by showing how the comfort of its clothing gives people the confidence to handle awkward or embarrassing situations with ease. Created by Special U.S., the campaign introduces a bolder, more humorous tone as Hanes moves away from its traditional advertising approach. The launch is also accompanied by a refreshed logo that reflects the brand’s updated identity.

The campaign features four films depicting uncomfortable scenarios, including a man whose trousers are pulled down as a prank and a woman confidently shopping in her underwear. Rather than reacting with embarrassment, each character remains unfazed, reinforcing the idea that wearing Hanes provides an added sense of confidence. Another spot follows a trail of discarded clothing to reveal a couple in bed, with only their Hanes socks visible beneath the covers. The films were directed by Nick Ball and shot on film to give the work a distinctive visual style.

‘Get Comfortable’ is rolling out nationally across social, online video, retail, display and owned channels, supported by an out-of-home campaign in New York City. The creative extends the campaign’s playful tone with cheeky executions that reinforce the idea of confidence through comfort. The work represents Hanes’ first major campaign with agency partner Special U.S. and signals a new creative direction following HanesBrands’ acquisition by Gildan Activewear.