Martin Puts More Stars in Hanes

ATLANTA Hanes is adding two new celebrities to its “Look who we’ve got our Hanes on now” campaign from The Martin Agency.

A new television spot scheduled to begin airing nationally Feb. 27 stars actor Kevin Bacon. Produced in 15- and 30-second versions, the spot shows Bacon trying to throw different objects into containers. Each time, Michael Jordan appears and blocks the shot. Bacon and Jordan both are wearing Hanes clothing.

In the second spot set to begin airing next month, actress Christina Applegate is shown at home wearing a variety of Hanes T-shirts.

The media buy includes network primetime, daytime, cable and syndication.

The campaign from the Interpublic Group shop in Richmond, Va., includes magazine ads with Bacon and Applegate that will begin running in July.

“In 2006, we will continue to show how Hanes represents contemporary style and reinvents comfort by showcasing our apparel on today’s engaging and stylish celebrities,” said Sidney Falken, a spokesman for Hanes.

Spending was not disclosed. Hanes spent $19 million on advertising in 2004 but only $4 million last year, according to Nielsen Monitor-Plus.

Sara Lee Corp. owns Hanes, which is based in Winston-Salem, N.C. The parent company announced earlier this month that it plans to sell its apparel business by September to focus its efforts on its core food and beverage units.