I’m here to talk about commercials. Again.
About a month ago, I expressed my frustration with Victoria’s Secret’s television ads and the obvious fact they’re very interested in capturing male attention by having their models vamp it up and stand in what appears to be horrendously uncomfortable poses.
Now, in contrast, think about the Hanes spots, specifically for ladies underwear and loungewear. Find the one with the dancers here. It, like Victoria’s Secret, features women clad only in underwear. It also has the women in what would be horrendously uncomfortable positions for the average, non-dancer woman. Guys might find the women moving around in their underwear appealing, but Hanes keeps its focus on the target audience – women. The difference between the VS and the Hanes spot is that one is trying to demonstrate that their underwear is constructed to be comfortable and stay in place while you do all sorts of activity, and one plays highly on “sexiness.”
A newer ad for Hanes has also started running, featuring Jennifer Love Hewitt. They have her posing for photos and becoming frustrated at her bra itching, the strap falling down, etc., until finally she races off the set to put on her Hanes bra, which causes her none of those problems and she can finish the photo shoot.
Now, I find JLH somewhat annoying…and yet I enjoy the commercial. I realize she could also draw male attention, but what she’s going through in the commercial, I’ve gone through. Well, okay, not at a photo shoot, but as I type my bra strap is inching toward my elbow and I have to say that it’s bothersome.
There is an air of practicality in the Hanes commercials that is severely lacking in Victoria’s Secret ads, so much so that the next time I’m in need of underwear, I might just have to try Hanes to see if they’re good for their word.