Nine passes left to attend the Digiday Publishing Summit
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
‘Consumers are dying to get out of their houses’: How Cinemark’s CMO is getting people back to the movies
A look at how consumer demand looks in the movie industry and what other retailers can learn from Cinemark’s loyalty and membership programs.
Platform and agency execs recommended must-reads to unwind during busy periods
Senior execs from the likes of TikTok, Snap, OMD USA, Publicis London and more let us in on their favorite page-turners to unwind.
In Graphic Detail: AI adoption increases, but U.S. consumers are still wary
Digiday has charted the rise of generative AI, big tech’s investment into AI as well as agencies’ top use cases and consumer sentiment.