Hanes / “Ball-ance”

In 2021, Hanes released a brand new line of men’s underwear, the Total Support Pouch, designed to support mens’ nethers and create a more frictionless existence down there. To launch the product, we turned Tony Cavalero of The Righteous Gemstones into a vaguely European self-help guru, put him on a mechanical bull, and had him talk about the concept of Ball-ance. It was the most successful launch in the company’s 120 year history. I was a little surprised by that too.

The commercial ran a loooooot during March Madness in 2021, and inspired passionate responses from fans!