“Bigotry and Underwear”

22 04 2009

From Evan Schultz:

http://naamenblog.files.wordpress.com/2008/04/hanesfaggotad1.jpg
http://naamenblog.files.wordpress.com/2008/04/hanesniggerad.jpg

I think this is a really interesting campaign for Hanes in that it failed miserably at its goal of interacting with consumers through affective advertising based on controversy. The text at the bottom reads, “Because the world gives you enough labels.” The ad is for a new line of label-less underwear. While I see what they were trying to do, I think this campaign demonstrates the danger of trying to turn your brand into more than it really is. In this case, Hanes is trying to make some bizarre implied statement about how their underwear might possibly free the world of bigotry. Consumers are too intelligent for this. Hanes is underwear. Nothing more.

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