
There’s nothing quite like the confidence boost that comes from wearing great underwear. A fresh, comfortable pair can make you feel unstoppable—whether you’re tackling a big meeting, hitting the gym, or lounging at home. That’s the magic Hanes is tapping into their new campaign.
The brand has delivered a comedic masterstroke with its latest campaign, If You Wouldn’t Flaunt It, Refresh It, crafted by the creative minds at Special Group USA. Aiming to tackle a universal truth—that most of us hold on to worn-out undergarments for far too long—the campaign is a hilarious yet stylish reminder to embrace fresh essentials.
The Stats We Can’t Ignore
A survey by Hanes and Talker Research reveals the state of neglected drawers:
- The average American only has four good pairs of underwear.
- People keep underwear for an average of three years, with one in 10 holding onto pairs for a staggering six years.
- For bras, 8% of women are wearing ones that are over a decade old, while 43% admit to using ill-fitting bras.
Clearly, it’s time for a refresh—and Hanes is here to make sure we do it with humor and style.
A Visual Feast of Absurdity
The campaign debuts with a splash in Times Square, featuring bold, oversized visuals of models strutting their stuff in hilariously tattered undergarments. Socks with gaping holes, bras with drooping underwires, and threadbare boxers take center stage in a high-fashion parody that feels both absurd and relatable.
The twist? These models strike ultra-serious poses, flaunting their tattered garments as if they’re on the cover of Vogue. Then, in a flash of vibrant color, the transformation begins. Old, worn-out pieces are swapped for fresh, comfortable Hanes essentials, leaving the models—and the audience—beaming. It’s a clever, laugh-out-loud punchline that feels like a knowing wink to anyone who’s kept “that one pair” far too long. Watch below:
The Creative Spark
Amy Ferguson, CCO of Special Group New York, described the campaign as rooted in universal truth. “The team came up with a smart visual solution leaning into humor and absurdity,” she said. “Some brands might shy away from showing old underwear, but our partners at Hanes leaned in, knowing we needed the ridiculousness to break through. What’s not to love about holey underwear on a giant Times Square billboard?”

Since their partnership began with the Comfort, Period campaign in mid-2024, Hanes and Special Group USA have been redefining everyday comfort. This latest effort takes things a step further, blending humor, relatability, and a touch of high-fashion parody to deliver an unforgettable message: “If you wouldn’t flaunt it, refresh it.”


Why It Works
This campaign shines for its bold approach and universal relatability. By balancing humor and truth, Hanes has created an ad that doesn’t just entertain—it connects. It’s part fashion spoof, part PSA for our top drawers, and wholly memorable.
With a mix of sharp visuals, clever messaging, and a clear call to action, If You Wouldn’t Flaunt It, Refresh It earns its place as Reel Ad of the Week. Time to check my underwear drawer now.

Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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