Hanes' "Lipstick" Campaign
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-FToNNHN_1NvrDwU_mR_H8W1The48fxn3bGYq9wjwJ6emuGa2_0fVJuPixYmPApUdwhRsuX_wTHf9UiGTTYu1ide9pFh4rVwh6T0zqOqa45wExrcjz0nSfhDeQcmILf1T9Fz4/s400/Haneslipstick%5B1%5D.preview.jpg)
UPDATE: Two more ads in the campaign were just dug up by Andy Towle.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMXOf5BFPMy0qAaFGtObF6BxPdeRIt-d62jkTHhRo2yNya4kaI2ZNuE_Aq77fDIJ1wmB9graX8Z1VJ5MzU_lyrMu7aiS38fyQZrpADU9725_4RW9R6XrcPa7iLMkjYdrVS0u8f/s200/hanes2.jpg)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIzEgkuhiDqOmq0gMPRKiyjIY8fONaWvMOEetBGP9Zljl-FzIz2zWpw_xk050xXQ6o8uroW8Y0WqSP5qxuXIp2c0LQsVI7rjaUMcr1w-OAo8lxvoOK8-tNnyuLT2kz-C4wTXlq/s200/paki.jpg)
Trendhunter:
Wow, what a stupid stupid stupid campaign! Hanes thinks you should buy their Original Tagless Comfort underwear “Because the world gives you enough tags.”
A smart idea I must admit, playing on the social tags to promote tagless undies is very creative. But what a stupid delivery! I believe the mere use of such hateful tags to promote underwear is a foolish, immature and cheap way to garner publicity for this controversial campaign, but they go even further with illustrations and slogans that make matters worse.
In Fagg*t, you see same-sex kissing, debauchery, toys, bottles of wine and references to beauty: lipstick, nail polish and makeup. In Nigg*r, you see drugs, guns, jail cells, low-life jobs like cleaning toilets, and text about being HIV positive. In Pak! (a demeaning name for people from Pakistan), you see tanks, bullets, bombs and pigs (an anti-Islamic reference).
Such a campaign would never be approved in Europe or America, where the use of such hateful references is a big ‘No No’, even when you are trying to use it in a positive light. The campaign was created by an Indian advertising agency (Mccann Erickson, Bombay, India).
Labels: advertising, Hanes