Martin Teams Jordan, Chan for Hanes

ATLANTA New work for Hanes from The Martin Agency brings celebrities Michael Jordan and Jackie Chan together.

The 30-second television spot will break Jan. 26 when, according to John Ceneviva, senior vice president of branding for the apparel maker, the decision to air during Super Bowl XXXVII was based on the brand’s natural tie-in with the game’s male viewers.

“Where better to advertise than during a game where over a third of all men watching are actually wearing Hanes,” said Ceneviva.

In the quick-cut ad from the Richmond, Va., shop, NBA vet Jordan, in a Hanes tagless T-shirt, watches martial artist Chan gyrate in frustration, dogged by the scratchy little tag in his undershirt.

A voiceover gives the commercial’s theme, “Hanes comfort. It’s a beautiful thing,” but Jordan has the last word, “Go tagless.”

The spot is Chan’s first for the Winston-Salem, N.C.-based client, a division of Sara Lee.

Campaign spending was undisclosed.