Video: Hanes(R) and Actress Sarah Chalke Tackle (and Conquer!) the Dreaded Wedgie

Video: Hanes(R) and Actress Sarah Chalke Tackle (and Conquer!) the Dreaded Wedgie

Actress's Red Carpet Wedgie Discomfort Provided Inspiration for Print Campaign

WINSTON-SALEM, N.C., March 6 /PRNewswire/ -- Hanes(R) today announced that it will introduce its new Hanes No Ride Up Panty with advertising featuring actress and comedienne Sarah Chalke in the brand's latest installment of its Look Who advertising campaign. The campaign, Chalke's first with Hanes, will include television spots directed by her Scrubs co-star Zach Braff and print advertising inspired by Chalke's own wedgie mishap on the red carpet. Motivated by women's top underwear complaint, the campaign is designed to connect with female consumers in a humorous way while underscoring the Hanes Comfort Fit promise -- panties that won't ride up and cause the always inopportune wedgie.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080306/NYTH039 )

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/hanes/32044/

"We wanted to address women's number one panty complaint with humor and candor, while providing an easy and comfortable solution -- our new wedgie-free Hanes No Ride Up Panty," said Sidney Falken, senior vice president, Hanes brand. "Sarah's uncanny knack for physical comedy and her approachable personality, as demonstrated by her openness to speak out about her own wedgie experience, make her the perfect person to engage other women and ignite conversation about this campaign while reinforcing our brand's Comfort Fit promise."

Currently available at retail stores, the Hanes No Ride Up Panty is made with super-soft cotton and rolled forward seams specially designed for a better fit that helps women stay "wedgie-free."

"I am so glad that Hanes is conquering the dreaded wedgie because it can happen at anytime to anyone -- I should know," said Chalke. "For my first appearance at the Emmy's, which was also my first time on the red carpet, I chose a gorgeous dress, but made a bad underwear selection. There were cameras everywhere so I had no opportunity to fix anything, especially a wedgie. Now I wear my No Ride Up panties because I love how they fit and I don't have to worry about tugging them back into place."

The multi-faceted campaign, created by The Martin Agency of Richmond, Va., will include television, print and online advertising, as well as Internet-based social networking, all of which leverage Chalke's approachable and candid sense of humor. The campaign will showcase the Hanes No Ride Up Panty as a comfortable and stylish remedy to misbehaving underwear. The TV campaign, consisting of two spots, will debut on March 11 with a spot during American Idol. Both spots were directed by actor Zach Braff and styled by celebrity stylist Jessica Paster.

Running through the year in 15- and 30-second formats, the ads take viewers into a day in the life of Chalke. In the first spot titled "Shopping," Chalke glamorously enters a store and notices fans nearby. Unfortunately, she also notices that her underwear is quickly riding up. Chalke tries to "subtly" fix her wedgie with a wiggle, a side step and a bend over, only to lose her footing and fall on her back. As she lies on the ground she looks over and notices a sign for "Wedgie-Free" Hanes No Ride Up panties. She quickly grabs a pair of panties and rushes into the store's dressing room to fix the situation. Viewers then see her exit the dressing room smiling, feeling comfortable and confident -- problem solved. In the second spot, "Wedgie Epidemic," Chalke is walking down the street when she notices the women around her (including her friend) trying to discreetly fix their own wedgies. Chalke eagerly helps her friend become wedgie-free by introducing her to the Hanes No Ride Up Panty.

Inspired by Chalke's personal wedgie experience, the print execution is aptly titled "My Red Carpet Wedgie" and appears in April issues of women's fashion and lifestyle magazines, such as People, Parade, In Style and Marie Claire. The online program will create a social dialogue between women and the No Ride Up Panty starting on March 11 with a YouTube homepage roadblock ad and branded channel, as well as a branded Yahoo entertainment roadblock ad.

All campaign elements will direct consumers to www.hanes.com/wedgiefree where, in addition to the TV spots, consumers can preview behind-the-scenes outtakes from the commercial shoot and Chalke's own "Wedgie Dance" Video. Visitors will also be invited to sign-up for weekly "Wedgie-Free Wednesdays" product giveaways, submit their own wedgie story and rate other stories using the "Blush-O-Meter," and send humorous e-cards to spread the word about wedgie freedom. In the coming months, consumers will also be able to personalize the Wedgie Dance Video by uploading headshots of themselves and friends.

The Hanes No Ride Up Panty features super-soft cotton, the TAGLESS(R) design Hanes is known for and is purposely designed to never ride up with rolled-forward seams that provide a better, more comfortable fit. Marked with the Comfort Fit seal, the No Ride Up Panty is available in a variety of colors and prints, as well as styles including bikinis, hipsters, hi-cuts, briefs and low rise briefs, and retails for $6-8 for a multi-pack. Hanes products can be found at leading mass merchandise retail stores nationwide and online direct to consumers at www.hanes.com.

Hanes launched the "Look Who" advertising campaign in 2005. Since inception, the ads have featured celebrities Michael Jordan, Matthew Perry, Marisa Tomei, Damon Wayans, Kevin Bacon and Christina Applegate, and most recently Cuba Gooding Jr. and Jennifer Love Hewitt.

About Hanes

Hanes is a leading brand of intimate apparel, underwear, sleepwear, socks, shoes and casual apparel. Hanes is a flagship brand of Hanesbrands Inc. Hanes products can be found at leading mass merchandise retail stores nationwide and online direct to consumers at www.hanes.com.

About Hanesbrands Inc.

Hanesbrands Inc. (NYSE:HBI) is a leading marketer of innerwear, outerwear and hosiery apparel under strong consumer brands, including Hanes, Champion, Playtex, Bali, Just My Size, barely there and Wonderbra. The company designs, manufactures, sources and sells T-shirts, bras, panties, men's underwear, children's underwear, socks, hosiery, casual wear and active wear. Hanesbrands has approximately 50,000 employees in more than 25 countries. More information about Hanesbrands Inc. may be found on the Internet at www.Hanesbrands.com.

First Call Analyst:
FCMN Contact: gkushner@webershandwick.com

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20080306/NYTH039
PRN Photo Desk, photodesk@prnewswire.com Video: http://www.prnewswire.com/mnr/hanes/32044

Source: Hanes Brands International (HBI)

CONTACT: Susannah Frank, Weber Shandwick, +1-212-445-8437,
sfrank@webershandwick.com; or Jennifer G. Leonard, Hanesbrands Inc.,
+1-336-519-6792, jennifer.leonard@hanesbrands.com

Web site: http://www.hanes.com/

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Profile: International Entertainment