Social Media

Hanes Launches New Digital Campaign: ‘Soften the Blow’

May 14, 2013

Destruction videos are all the rage in the digital space, so when Hanes sought to promote its new super soft ComfortBlendTM line of T-shirts, socks and boxer briefs, it wanted to leverage the phenomenon to show how its ultra-soft apparel can “soften the blow” for most any type of physical destruction.

That’s when we created and developed the campaign “Soften the Blow” to wrap the web in ComfortBlend – sharing demolition-style content that leverages the power of digital in a creative way. To put this into action, Hanes launched four separate web videos as part of a series that feature Al Lenderson – a quirky guy so obsessed with ComfortBlend that he can’t wait to share it with the world – in extreme scenarios where he wraps delicate items in such products to see if they’ll survive falls, crashes and even catapulted hurls at hard objects. Paid media is supporting the effort to help Al further spread the word about his passion for ComfortBlend.

See for yourself how Hanes ComfortBlend ‘Softens the Blow’ over at the brand’s YouTube channel.

Cover photo via Cargo Collective