Hanes adds Cuba Gooding Jr. in "Look Who" campaign


Cuba Gooding Jr. will be featured alongside Michael Jordan in the brand's latest "Look Who" campaign. Supporting the new Hanes ComfortSoft Collection for Men undershirt and underwear, the campaign will feature Cuba Gooding Jr. and basketball great Michael Jordan in a series of three comedic television ads with twists of unscripted dialogue and alternate endings.

The campaign, created by The Martin Agency of Richmond, VA, will begin on 7/9 and will also air the next night during the Major League Baseball All-Star Game. All three TV spots feature funny encounters between Michael and Cuba on the set of a fictional late night talk show where the two are guests. In "Gift Basket," Cuba arrives in his dressing room to find a gift basket of Hanes products along with a note from "MJ" urging him to try the ComfortSoft waistband underwear. The second ad, entitled "Meeting MJ," features a smooth Cuba who is being briefed by show producers about what not to do when meeting Michael — specifically he is not to touch Michael's soft shirt. However, the minute Cuba sees Michael, he's overwhelmed with excitement about meeting the legendary basketball star, and Cuba grabs Michael into a bear hug.

The third TV spot, "Dressing Room," features Cuba finds himself alone in Michael's dressing room with the basketball star's duffle bag. Unable to resist temptation, Cuba begins rifling through the bag and finds a cereal box with Michael's photo, Jordan Cologne, a basketball and a Hanes ComfortSoft Undershirt.

The TV campaign will run through June 2008 and will be complemented with an online banner campaign. In addition, a 15-second teaser spot of "Meeting MJ" will air on TV, and will drive viewers to an integrated microsite, www.Hanes.com/Backstage, to see four different "alternate endings."

Hanes launched "Look Who" campaign in 2005.