Never Uncomfortable

Hanes is launching a fresh take on comfort in its newest campaign, “Never Uncomfortable,” created by Special US and starring NFL star defensive end Aidan Hutchinson, of the Detroit Lions.
Rolling out across Amazon Prime Video, Amazon Thursday Night Football, and digital platforms, the work dives into emotional discomfort - the kind caused by moments of embarrassment, cringe, or good old existential dread. It’s a feeling everyone knows, and, as the campaign points out, these moments often feel even more uncomfortable when you look back on them later.
Beginning in mid-September, the campaign will launch a series of films featuring familiar scenes of people and Aidan Hutchinson putting on their Hanes in their bedrooms, as their mind wanders back to past memories of discomfort. But through it all, Hanes sweats and underwear remain the source of visible - and literal - relief. The product is front and center, as a source of comfort you can always count on.

At the center of it all is the tagline “Never Uncomfortable”, a premise that reflects not only Hanes’ product truth, but also its brand philosophy. For more than 125 years, Hanes has been synonymous with comfort, and this campaign serves as the latest expression of that heritage; not just physical, but emotional comfort.
The campaign’s message is simple and powerful—“Hanes never feels uncomfortable.” Whatever discomfort life throws at you, Hanes will never feel like that.
“There are all sorts of things that can make us uncomfortable, we wanted to capture how Hanes guarantees just the opposite. Physical comfort has always been a given with Hanes, but this work is an evolution of that truth into something more culturally relevant. This campaign is firmly saying that Hanes is never uncomfortable, and will never give you the ick, unlike real life.” said Phil Fattore, Creative Director at Special US.
“Hanes has an unmatched 125 years as a leader in comfort. But comfort is table stakes for the modern consumer and we needed to find an evolved POV for the brand; one which speaks to being truly comfortable, whatever situation you find yourself in” said Kelsey Leetzow, Brand Marketing, Hanes.
Building on a history of clever, emotionally resonant collaborations between Hanes and Special US, “Never Uncomfortable” offers up a new kind of feel-good storytelling where the softest sweats and thoughtfully designed innerwear are the stars, and comfort always wins.