Cuba Gooding Jr. and Michael Jordan are the latest celebs to join Hanes. This isnt in support of the brand’s ComfortSoft Collection for men. Michael Jordan gets a receiving gift from Gooding. Gooding immediately tries on the underwear for himself and runs to tell Jordan about it. Jordan was surrounded by fans signing autographs, he had to stop for a second after he heard Gooding yelling, “I’m wearing your underwear!” It was probably embarrassing for Jordan to see his fans hearing Gooding yelling this out.
The second ad is “Meeting MJ”, features a smooth Gooding who is being briefed what not to do when meeting Jordan. He is not to touch Jordan’s soft shirt. Gooding was very excited about meeting the legendary basketball star, and Gooding grabs Jordan into a bear hug. Gooding recognizes the soft shirt that he was warned about and he starts telling Jordan how soft he is while squeezing his grip on the shirt.
The third TV spot, is the “Dressing room,” features Gooding alone in Jordan’s dressing room with the duffle bag. Gooding goes through the bag and finds a cereal box with Jordan’s photo, Jordan cologne, a basketball, and a Hanes Comfortsoft undershirt. Gooding tries on the undershirt and acts hilarious of Jordan playing basketball.
They wanted to clearly show that Hanes provides superior comfort and affordable style through a humerous TV execution. The execution allows Hanes to add freshness to the storyline while encouraging interaction between the brand and its consumers. There’s something a tiny bit depressing about seeing Cuba Gooding Jr. in a TV commercial. After all, the guy went from Oscar winner to…underwear spokesman? That’s gotta hurt. However, these new Martin Agency-created, Lost Planet-edited Hanes commercials featuring Gooding Jr. and Michael Jordan are quite good. Gooding, perhaps channeling a bit of his Jerry McGuire-esque charm, gets a bit Oscar spastic-like when he meets Jordan who’s wearing a Hanes t-shirt.
In a second spot, he thanks Jordan for gifting him a pair Hanes Comfort Soft Waistband boxers. It doesn’t go so well. But Gooding makes it work so well we like watching him as much as we like watching Jennifer Love Hewitt in her Hanes commercials.

By: Kayleigh Toombs