Jordan Stars in Martin's Hanes TV, I-Film

ATLANTA The Martin Agency’s latest TV spot for Hanes puts celebrity spokesman Michael Jordan inside the client’s “comfortology laboratory,” checking out the brand’s “most comfortable underwear ever.”

The new work extends the “Hanes comfort is a beautiful thing” theme conceived by the Richmond, Va., shop last year. Introducing the tagless ComfortSoft Waistband brief and boxer, the ad breaks Monday on prime-time shows such as ABC’s Karen Sisco, CBS’ Judging Amy and NBC’s Law & Order, ER and Miss Match.

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