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In 2005 Hanes company launched their "Look who we got our Hanes on now" advertising campaign a play off their 1990's campaign "Just wait'll we get our Hanes on you." The new campaign featured celebrities including Michael Jordan, Jennifer Love Hewitt, Marisa Tomei, Damon Wayans, Matthew Perry, and Cuba Gooding Jr. In 2007 a series of commercial featuring Michael Jordan and Cuba Gooding Jr. show Cuba humorously idealizing Michael while interacting with a Hanes' product.
The culture that Cuba Gooding Jr. has and which Hanes capitalizes on is his charisma and great sense of humor. Cuba is often portrayed in movies as the cute, fun, flamboyant, humorous main character.
The culture that Michael Jordan brings with him is sport's most iconic athlete. Michael is seen as a dominator and champion in sports. He is equated to the Babe Ruth of basketball, he also played baseball for a short stint, and that champion image carries across to movies he has done. Michael has been portrayed in several movies as the hero and savior, a role model if you will.
Consumers know the Hanes brand really well and the idea of using celebrities consumers may not expect to see endorsing Hanes is meant to convey that the Hanes name can be found on apparel that is more stylish, colorful and comfortable than they may expect.
The culture these two bring is transferred into Hanes product through their interaction with the product in the commercial. For example, in one commercial (three altogether which have the same transfer concept) Cuba receives ComfortSoft waistband underwear in a gift basket from Michael. Cuba puts ...