Hanes saddles up

In this cinematic and stylish Western-themed film, created by The Martin Agency and directed by Joseph Kahn, underwear brand Hanes showcases its SuperSoft original designs with a nod to its century-old origins. 

Set against the rugged backdrop of the Wild West of the 1900s, The Great Softening sees a grubby cowboy entering a dark, dusty saloon, where a shopkeeper presents him with a soft, blue pair of Hanes underwear. 

What ensues is a comedic and colourful party of scantily-clad Western men and women, where the unprecedented comfort of Hanes’ products playfully contrasts with the harsh conditions of cowboy life. 

Kahn added: “The clip helps differentiate Hanes from competitors with an easy humour that defines how accessible the brand is. Underwear can be a tricky product to sell, and we break through the awkwardness by embracing and celebrating it. Yet the ad takes the product seriously through high production value and aesthetics. The commercial reflects the product: relatable, stylish, and state of the art.”