Hanes new FAGGOT ads...what do you think?

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    Jan 22, 2009 9:09 PM GMT
    What do you think of this?


    Hanes Utilizing Offensive Tags to Sell Tagless Underwear


    Via Joe.My.God comes this image of a new ad from Hanes, promoting their tagless underwear with the tagline "Because the World Gives You Enough Labels". The ad features a man dragging a stereotype- and slur-laden character. Joe reports that the ad was created by the Bombay division of McCann Erickson, so it's unlikely to appear in American markets.

    With a little digging I was able to find two other ads in the campaign, via Trendhunter. They write: "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)."

    hanesfaggotad.jpg

    n.jpg

    p.jpg

  • Timbales

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    Jan 22, 2009 9:15 PM GMT
    they are very striking images
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    Jan 22, 2009 9:18 PM GMT
    i like them... not so much as an ad, but more as for what they say about social stereotypes.
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    Jan 22, 2009 9:20 PM GMT
    I get where they're going with the social stereotypes and I understand the statement...but this doesn't make me want to buy their underwear.
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    Jan 22, 2009 10:05 PM GMT
    They're art. And yeah, says a lot about stereotypes. The only thing I don't like about it is that the target market is India, since it's based on the Bombay branch as you said... and the P**i one looks out of place and seems to be more political. Unless it refers to the muslims in India and not a sly poke at the current Indian-Pakistani conflict.

    I don't know, but I don't take offense to this. It's a powerful statement, but positive in a daring way.

    And I do realize how very easy it is for a bigot to mistake these ads as an affirmation that Hanes support his/her homophobia and/or racism. But it does not. A lot of people won't get it, which makes it dangerous.

    So yeah, a bigger part of me thinks, considering the current state of the world, this has a better place in an art museum rather than on magazines. But the rest says, it's about damn time someone acknowledges the elephant in the room.
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    Jan 22, 2009 10:15 PM GMT

    United colours of Benetton - remember them? They did similar with a loon (bird) covered in oil, a man dying in a hospital bed, presumably from AIDS with a priest grievingly throwing himself towards the bed etc etc.

    Powerful, yes. Bringing what people would rather not think about out in the open, yes. Dangerous? Yes, because the effect it eventually had was not what they intended. Many people became numb to the ads, and others thought it was shameful exploitation of sensitive issues just to sell clothes.

    Benetton positioned themselves as being champions of truth etc but an image can be interpreted too many ways without accompanying text sometimes.

    Will look around on the 'net to see if we can find them....the ads, that is.
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    Jan 22, 2009 10:27 PM GMT


    Here - bear in mind these ads were from the early 80s


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    Jan 22, 2009 10:29 PM GMT
    wow..not a fan at all
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    Jan 22, 2009 10:29 PM GMT
    how is this allowed?!?!
  • Bunjamon

    Posts: 3161

    Jan 22, 2009 11:23 PM GMT
    I saw this in the blogosphere sometime last fall, I think the campaign has ended already.

    The ad is about labels. Faggot is a label. Granted, I think they go a little far, and they could have picked labels that don't have such STRONG connotation.
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    Jan 22, 2009 11:26 PM GMT
    scftnsguy saidI get where they're going with the social stereotypes and I understand the statement...but this doesn't make me want to buy their underware.


    AMEN!!!!

    I get it yet just a TAD over the top......
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    Jan 22, 2009 11:29 PM GMT
    I really like them. They are very daring ads. I don't know how much they sell the product, but the images are very striking and the accurately describe living with stereotypes.
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    Jan 22, 2009 11:33 PM GMT
    Uhhhh I have no idea what those images have to do with underwear. I'm having trouble convincing myself that these are genuine Hanes ads. I look at Hanes.com and I look at these images... I'm unable to link the two. I wonder what Michael Jordan and Cuba Gooding Jr. think about being sponsored by a company running these ads...
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    Jan 22, 2009 11:34 PM GMT
    I'm quite taken by the images, they are rather well done and on a purely artistic level, I would put them things up on my wall, for underwear, well, it depends on how comfy they are icon_smile.gif
  • kinetic

    Posts: 1125

    Jan 22, 2009 11:40 PM GMT
    I like how they address social issues, but I have a hard time seeing why they are using that to sell underwear. I mean I get the play on words because its label-less/tag-less underwear but to me that connection is a bit of a stretch.
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    Jan 22, 2009 11:43 PM GMT
    Whatever happened to just fruit and Michael Jordan lol, personally I find them pretty bold and artistic in a abstract style.
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    Jan 22, 2009 11:52 PM GMT
    sometimes art comes from the most perplexing place icon_smile.gif
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    Jan 22, 2009 11:54 PM GMT
    What about the tv ads of hunky guys in underwear tossing football and doing gymnastics. SIMPLICITY people!
  • OhioJock

    Posts: 72

    Jan 22, 2009 11:59 PM GMT
    BOLD TEXT GOES HERECOLORED TEXT GOES HERERESIZED TEXT GOES HEREI think they would have a better chance of selling their underwear to gays if the ads featured pics of hot, well built guys wearing their shirts......and taking them off. icon_smile.gif
  • coolarmydude

    Posts: 9190

    Jan 23, 2009 12:08 AM GMT
    I thought faggot was a slur, not a label.

    A label is jock, or bear, or twink.
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    Jan 23, 2009 12:15 AM GMT
    I don't believe those adds will get me to buy Hanes. icon_rolleyes.gif


    Apparently they are running outside of the states...

    http://hellonegro.com/2008/04/16/boycott-hanes-underwear-racist-ad/

    http://indiequill.wordpress.com/2008/04/15/faggot-paki-nigger-hanes-ad/
  • joeindallas

    Posts: 484

    Jan 23, 2009 12:19 AM GMT
    Wonder if they could get MJ to say N*GGER just a label. Maybe go to Walmart buy a pack go home open it up and then return them to teach Haines a lesson
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    Jan 23, 2009 12:20 AM GMT
    coolarmydude saidI thought faggot was a slur, not a label.

    A label is jock, or bear, or twink.


    Good point...maybe that's what's bugging me about these ads...they're not labels, they're slurs...and extremely offensive ones at that!

    But I guess they were successful to some extent in advertising their product because here we all are talking about it!
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    Jan 23, 2009 12:21 AM GMT
    Brilliant Ads - they don't need to get you to buy hanes - just get a reaction from you - I work for McCann in NY and the US is just to backward to do this type of ad in
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    Jan 23, 2009 12:29 AM GMT
    The one for "Faggot" should really say "Drag Queen." Those ads were obviously done by a white, conservative (probably well-to-do) male who has no concept of culture other than his own and thinks that all gay men wear lipstick and thigh high laced boots.

    If they wanted to represent gay men everywhere they'd put some weights in there, or at least one rainbow, not something that looks like all the trash in the French Quarter of New Orleans after Mardi Gras all smashed together.