Join us Sept. 14-16 in Miami to connect with top publishing leaders
Brands are always trying to get in on Web trends as a way to seem cool and relevant to their audiences. Hanes is the latest brand to try its hand at this content tactic with its new Web video series.
With the the help of its agency 360i, Hanes is promoting its “ComfortBlend“ underwear with a “destruction video.” In case you’re not up on these, destruction videos, like this video of a water balloon hitting the ground in slo-mo, are all the rage these days. The Hanes series is called “Soften the Blow,” and it features videos of silly destruction experiments that involve ComfortBlend clothing items being wrapped around objects to, you guessed it, soften the blow.
The experiments include things like catapulting antiques at a target made of Hanes shirts. The goofy host of the series, Al Lenderson, is meant to be a funny version of those serious and enthusiastic hosts of shows like MythBusters. The comedy in these videos stays in the expected range of brand humor — it’s pretty cheesy. These videos don’t achieve the same funny seriousness that the Oreo experiment parody videos did.
Image via Shutterstock/wandee007
More in Marketing
How every major platform pays creators
Every platform monetizes creators differently, with varying requirements and audience thresholds, and a propensity for change.
Brands bring the U.S. Open to fans with tennis-themed pop-ups around New York City
Marketers are pulling out all the stops to tie their brands to the U.S. Open, including hosting public pop-ups in other parts of New York City.
Target’s new beauty selection has almost no Black-owned brands
Of the 90 brands listed as part of the new beauty assortment, Modern Retail could only identify two with Black owners or founders.