Bestads Best TV of the Week: Hanes’ ‘Grocery’ via Special U.S.
Each week Bestadsontv.com [the global arm of Campaign Brief] showcases standout global advertising work as reviewed by a top international creative director or team. This week’s best film is Hanes’ ‘Grocery’ via Special U.S.
The film was selected by this week’s guest judge Riku Vassinen, CEO, CCO and Co-Owner, hasan & partners, Finland.
Says Vassinen: “The product is front and centre, with a clear brand promise. Beautifully executed, shot on film, and backed by a great soundtrack. Just good old-fashioned advertising.”
“Grocery” is part of “Get Comfortable,” a four-spot rebrand campaign Special U.S. launched for Hanes. In the spot, a woman calmly does her food shopping in nothing but her underwear, playing into the campaign’s theme of confidence winning out over embarrassment – the same idea carried through the other three films, which see a man stay cool after being pantsed mid pool game, a couple lounge in bed with only their socks visible, and a man rest peacefully in his casket dressed in his favourite Hanes gear. The films were directed by Nick Ball through MJZ.
READ RIKU’S FULL REVIEW ON BESTADS
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