Pattern Pulp

Color, Conversation & Hanes Underwear


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Have you seen the latest Hanes spot? Chances are, maybe not, as the YouTube page has only 118 views. Parts of it are pretty cool, we’d recommend giving it a go. The concept reminds us a bit of Gap’s Be Bright campaign from a while back, but has clever synchronization and pattern mash-ups that transition human puzzles into cotton graphics.

Complimenting the TV spot, the social media component plays off of color, hoping to create chatter about an otherwise taboo topic. Would you tweet the color of your underwear? Hanes is hoping you will, by utilizing a Pinterest-like layout and pre-populated tweetable content, with a campaign entitled, What’s Your #undercovercolor? Have a look, play with the wheel, and let us know what you think…


Tracking Repetitive + Awesome.
On Instagram.