CLIENT
Hanes ComfortSoft Waistband.
PRODUCTION CO.
Crossroads Films, Los Angeles.
Mark Pellington, director; Jeff Cutter, DP; Camille Taylor and Dan Lindau, co-owners; Carole Hughes, executive producer; Norm Reiss, producer. Shot on location in Chicago.
AGENCY
The Martin Agency, Richmond, Va.
Rob Schapiro, creative director/copywriter; Kevin Ragland, art director; Brad Powell, producer; Holly Flaisher, assistant producer.
EDITORIAL
Lost Planet, New York.
Hank Corwin, editor.
POST
Company 3, New York.
Billy Gabor, colorist.
Nice Shoes, New York.
Eric Gelgand, online editor.
AUDIO POST
Sound Lounge, New York.
Philip Loeb, mixer.
MUSIC
Pull, New York.
Scott Brittingham, composer; Mitch Teller, arranger.
THE SPOT
"Make Yourselves Comfortable" spotlights Hanes’ new ComfortSoft Waistband, a cotton-wrapped, tagless waistband for men. The :30 features three vignettes of men going to creative lengths in order to get comfortable. In the last piece, a dad shows his young son the finer points of getting comfortable by lying on the floor to watch television. On their TV screen, Michael Jordan appears in a new commercial for Hanes featuring a "Comfortologist," a humorous, scientist-like character who approves and proclaims that their new product is Hanes’ "most comfortable underwear ever." The ad closes with Jordan reiterating the same statement.
Spot broke Nov. 17.