Hanes(R) Comforts Women With More 'Love'.Jennifer Love Hewitt to Lead New Hanes Advertising Campaign "Supporting" All-Over Comfort Bra with ComfortSoft([R]) Straps WINSTON-SALEM, N.C. -- Hanes[R], America's No.1 brand of apparel, today announced that it will feature Jennifer Love Hewitt in an advertising campaign to support the launch of the brand's All-Over Comfort Bra with ComfortSoft([R]) Straps. The campaign will include new television, print and online ads. The new bra's innovative ComfortSoft[R] Straps are designed wider and are made of smooth nylon/spandex for a non-binding fit that eliminates cutting and digging into shoulders, providing a solution to continuously slipping bra straps. "We are thrilled that Jennifer Love is working with us this year on this important new product offering," said Sidney Falken, Hanes Brand Champion. "Even the most glamorous stars struggle with slipping straps and pinching bras. Jennifer Love is the perfect person to bring challenges like these to light in a fun way, and highlight the Hanes All-Over Comfort Bra as the most comfortable solution." Now available at retail stores, the Hanes All-Over Comfort Bra features wider ComfortSoft([R]) Straps, butter-soft fabric, an optional hidden underwire un·der·wire n. 1. A semicircular wire support sewn into the underside of each cup of a brassiere. 2. A brassiere with such a wire support. to eliminate "dig in" and a Tagless design for added comfort. In the campaign created by the Martin Agency of Richmond, Va., Hewitt will debut in her first Hanes television ad on March 1 using 15- and 30-second spots where viewers will get a sneak peek into a day in her life at a fictional photo shoot with the actress. As she navigates through a gamut See color gamut. gamut - The gamut of a monitor is the set of colours it can display. There are some colours which can't be made up of a mixture of red, green and blue phosphor emissions and so can't be displayed by any monitor. of wardrobe changes, coordinated by stylist-to-the-stars Jessica Paster, Hewitt dons various looks from rocker to romantic, until she decides that even the most fabulous designer dress doesn't look stylish or camera-ready with a bra strap that continuously slips off her shoulder. Hewitt discards the ill-fitting bra, and puts on her Hanes All-Over Comfort Bra with ComfortSoft Straps. Problem resolved - now she is fashionable and comfortable once again. The advertising campaign is the CBS (Cell Broadcast Service) See cell broadcast. "Ghost Whisperer Ghost Whisperer is an American television drama-fantasy-thriller that premiered on CBS September 23, 2005.[2] The show was created by John Gray. It currently stars Jennifer Love Hewitt, David Conrad, Camryn Manheim, formerly Aisha Tyler, and in a recurring role, " star's first fully integrated marketing initiative for Hanes following a successful print advertising campaign featuring the Hanes Perfect Panty in 2006. "A stylish look begins with the right foundation," Hewitt said. "From the Red Carpet to a weekend coffee run, the Hanes All-Over Comfort Bra is a perfect fit for me. The ComfortSoft straps stay in place, so there are no worries about slipping or pinching, and it really looks as great as it feels." Continuing the same "behind-the-scenes" theme, the print campaign features photograph contact sheets with shots that were ruled out and marked-up with a red wax pencil, as a result of Hewitt's bra mishaps. The print campaign will launch with inserts and full-page ads in fashion magazines this spring and will continue through fall 2007. Hewitt's ill-fitting bra saga continues in multiple forms online, as well. Online advertising will begin on April 16. The entire campaign will direct consumers to www.hanes.com/photoshoot for additional behind-the-scenes footage and commercial outtakes, an interactive "Bra Toss" game and sweepstakes for consumers, as well as a blog where consumers can vent about their biggest bra challenges. Hanes launched the "Look Who" advertising campaign in 2005. Since its inception, ads have featured celebrities including: Michael Jordan This article is about the former basketball player. For other uses, see Michael Jordan (disambiguation). Michael Jeffrey Jordan (born February 17 1963) is a retired American professional basketball player. , Matthew Perry, Marisa Tomei, Damon Wayans Damon Kyle Wayans (pronounced "Waynes") (born September 4, 1960) is an American stand-up comedian, writer, and actor who began his career as a stand-up comic in 1982. He is one of the Wayans brothers. and most recently Christina Applegate Christina Applegate (born November 25, 1971) is an American Emmy Award-winning and Tony Award-nominated actress, particularly well-known for playing the very attractive, promiscuous, dim-witted Kelly Bundy on the Fox television network sitcom Married… with Children. and Kevin Bacon. About Hanes Hanes is a leading brand of intimate apparel, underwear, sleepwear, socks, shoes and casual apparel. Hanes is a flagship brand of Hanesbrands Inc. Hanes products can be found at leading mass merchandise retail stores nationwide and online direct to consumers at www.hanes.com. About Hanesbrands Inc. Hanesbrands Inc.(NYSE NYSE See: New York Stock Exchange :HBI HBI Home Builders Institute HBI Hot Briquetted Iron (plant or facility) HBI Health and Biomedical Information HBI Hot Beef Injection (band) HBI Healthcare Building Ideas (magazine) ) is a leading marketer of innerwear in·ner·wear n. Clothing, such as lingerie, designed to be worn next to the skin. , outerwear and hosiery hosiery Knit or woven coverings for the feet and legs, worn inside shoes. In the 8th century BC, Hesiod referred to linings for shoes; the Romans wrapped their feet, ankles, and legs in long strips of leather or woven cloth. apparel under strong consumer brands, including Hanes, Champion, Playtex, Bali, Just My Size, barely there and Wonderbra. The company designs, manufactures, sources and sells T-shirts, bras, panties pant·ie or pant·y n. pl. pant·ies Short underpants for women or children. Often used in the plural. [Diminutive of pant2. , men's underwear, children's underwear, socks, hosiery, casual wear and active wear. Hanesbrands has approximately 50,000 employees in 24 countries. More information about Hanesbrands Inc. may be found on the Internet at www.Hanesbrands.com. |
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