Martin, Lapiz Dress Up Hanes Her Way

ATLANTA A television campaign for Hanes Her Way from The Martin Agency and Lapiz Integrated Hispanic Marketing broke this week in general and Hispanic markets, the company said.

Spots touting the Winston-Salem, N.C., apparel maker’s “body creations” in English and Spanish will air through August to coincide with the back-to-school selling season.

Although the collection of coordinating bras, panties and shapewear is sold at mass retailers like Wal-Mart, Kmart and Target, the general-market spots focus on women preparing for special occasions and celebrating the fun of dressing up.

The commercial from Martin begins with a voiceover: “Women are taking Hanes Her Way to places we’ve never been before,” referring to the garments’ lace trims and array of colors. “Where will you take us?” is the line that ends the spot.

Rob Schapiro, senior vice president and creative director at Martin in Richmond, Va., said the spot is a big statement for the client.

“Hanes is thought of as an everyday brand,” he said. “It’s been fun doing sexier work for the brand. We got to focus on style because the comfort and value are already there.”

In the Hispanic spot from Lapiz in Chicago, a woman tries on numerous Hanes styles before donning her gray flight attendant uniform. The commercial will air on Spanish-language networks including Telemundo and Univision.

The advertiser spent $25 million in 2002 and $3 million in the first quarter of this year, according to TNS Media Intelligence/CMR.