Ad of the Day: Michael Jordan Is Back for Hanes and Ready to Judge Your Piss-Poor Golfing

Basketball legend marks 25 years as brand's spokesman

Michael Jordan is back on TV for Hanes, once again intimidating the hell out of the mere mortals graced by his presence.

Previously, he was quietly judging his fellow first-class passenger, a carpet salesman and struggling screenwriter (who still came off looking OK thanks to Jordan's unfortunate choice in facial hair). Then he was harumphing another man's choice to wear a shirt made of live kittens

This time, he's quietly judging the golf skills of some poor guy who's testing Hanes' X-Temp technology underwear, which helps "keep you cool" by speeding moisture evaporation and preventing the dreaded swamp ass.

The :30 from The Martin Agency marks 25 years of Jordan being a spokesperson for Hanes. It will begin airing July 21 on a wide variety of cable and sports networks.

Although short, the spot's pretty funny and plays to the basketball great's strength, which is just standing around and being Michael Jordan. 

When he wasn't trying to avoid strangling his new golfing buddy, Jordan joined Jimmy Kimmel for a game of "Can Michael Jordan Palm It?", which a) isn't nearly as dirty as it sounds and b) probably settled a lot of unanswered questions in Jimmy's mind.

The new Hanes campaign will also feature short-form video sensation Logan Paul—he of the 4.6 million followers on Vine—traveling around the country to attempt (and film) dares proposed by fans. Something tells me those dares will be heavily curated by the brand.


Client: Hanes

Chief Branding Officer: Sidney Falken

Marketing Managers: Tim Ronan, Jamie Wallis

Men’s Underwear Product Team: Russell Lauten

Agency: The Martin Agency

Executive Vice President, Chief Creative Officer: Joe Alexander

Senior Vice President, Group Creative Director: Steve Bassett

Senior Art Director: Tara Gorman

Senior Designer: Mark Brye

Senior Copywriter: Sara Grunden Kuhs

Senior Vice President, Managing Director: Steve Humble

Vp, Executive Broadcast Producer: Molly Schaaf

Vp/Group Planning Director: Matt Mattox

Senior Broadcast Producer: Adrienne Daniel

Senior Art Producer: Wylie Moran

Junior Broadcast Producer: Katie Der

Group Talent and Music Director: Juanita McInteer

Senior Vice President, Group Account Director: Rich Weinstein

Senior Strategic Planner: Dalynn Kincannon

Account Supervisor: Laurel Busony

Account Coordinator: Hill Shore

Vice President, Group Project Management Supervisor: Karen Baber

Production Company: CoMPANY

Director: David McNally

Director of Photography: Joshua Hess

Executive Producer: Robin Benson

Head of Production: Robert Nackman

Line Producer: Greg Ferguson

Production Designers: Francis Whitebloom, Vincent Renault

Photographer: George Holz

Producer: Liz Lang

Editing Company: Mackenzie Cutler

Executive Producer: Sasha Hirschfeld

Producer: Evan Meeker

Editor: Dave Koza

Assistant Editor: Pamela Petruski

Visual Effects, Post Facility: The Mill

Executive Producer, Head of Production: Sean Costelloe

Visual Effects Producers: Colin Moneymaker, Colin Blaney

Lead Compositor: Jeff Robins

Designer: Gap Sangpattharamatee

Computer Graphics: Katie Schiffer, Navdeep Singh

Colorist: Fergus McCall

Audio Postproduction: Rainmaker Studios

Owner, Executive Producer: Kristin O’Connor

Engineer, Mixer: Jeff McManus

Original Music: Big Foote Music

Executive Producer: Paul Seymour

Composer: Mathew Hauser David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.