Hanes Campaign Stars Mexican Celebs

NEW YORK Two new TV spots for apparel brand Hanes today are hitting the airwaves on Spanish-language television.

The campaign, developed by Chicago-based ad agency Lapiz, stars Mexican singer and soap opera actress Aracely Arambula and Mexican ranchera balladeer and actor Pablo Montero.

The spots will run through May 2006 and will be supported by print ads in Hispanic entertainment and women’s magazines later this year. This is the first time Hanes is using celebrities in its advertising to Hispanics. Hanes has used celebrities successfully in its general-market ads, “Look who we’ve got our Hanes on now,” which the Spanish-language campaign adapted to “Mira lo que ahora tiene Hanes.”

Lapiz, which has been Hanes’ Hispanic agency of record since 2002, aims to change perceptions about the brand by showing celebrities wearing new clothes and styles, said Alberto Senior, senior account executive at Lapiz.

“For most people, Hanes [means] quality and white underwear,” said Senior. “The campaign aims to show people that [Hanes] is not just white briefs and T-shirts, that it can be worn outside the house.”

While the agency did not disclose the media budget for the campaign, Hanes parent company Sara Lee Corp. invested nearly $1.2 million in Spanish-language media from January through May, according to Nielsen Monitor-plus.

Hanes is headquartered in Winston-Salem, N.C.