Jennifer Love Hewitt has Hanes on her

Posted Jun 7th 2005 10:15AM by Tom Biro
Filed under: Sexy, Print

On Tuesday, Hanes announced that Jennifer Love Hewitt would be joining its advertising campaign in print spots later this month. In ads that will surely attract teenage boys to grab the ad from their sister's magazines, Hewitt will be seen wearing the new Hanes Perfect Panty (above), among other Hanes products.

Hanes has always done a good job at getting names that people will remember to endorse their products, including Michael Jordan, Marisa Tomei, Damon Wayans, and Matthew Perry. In this case, I'd say that the idea isn't that people are interested in the product as much because they are concerned whether or not those stars like or use the product daily, but more because it catches their eye because they are a fan of those individuals. And that's not a bad thing - smart move on Hanes' part.

Hewitt's foray into apparel ads come just a few months before her debut as the star of CBS' Ghost Whisperer later this year. This marks the first effort of the movie starlet in women's wear advertising. She has previously been a spokesperson for L.A. Gear (okay, she was 10), and Neutrogena.

Reader Comments

(Page 1)

1. FINALLY, An Actress with some MORALS & CLASS!!!Personally I'm buying STOCK in HANES RIGHT NOW! AND ALL YOU "LOVE" HATERS OUT THERE... I hope you go out and buy yourself a Cheeseburger (or a Thong)...and THEN CHOKE ON IT!!!

Posted at 8:23PM on Nov 2nd 2005 by by Kmc

2. You allow your 14 year old to wear a thong ? Are you kidding me ? I think that 14 is just too young for "adult" underwear.

Posted at 10:57AM on Nov 29th 2005 by Johnboy

3. I was never really a big fan of hers until now. She looks pretty hot in these adds.

Posted at 7:29AM on Nov 13th 2005 by Dominic

4. She is so fine

Posted at 9:26PM on Nov 17th 2005 by The one

5. i have always had a thing for jlh but this ad really turned me on i always knew she would look wonderful in an underwear ad although she would look better in just the brefs with her shirt off

Posted at 5:55PM on Nov 30th 2005 by Brian williams

6. "Jennifer Love thinks they're perfect."

BECAUSE YOU'RE PAYING HER TO THINK THAT.

These ads make me roll my eyes. Because b-listers wear Hanes, I should too! I realize that sentiment is at the root of a lot of advertising, but please don't insult me and mask it a little better.

Oh, and I hate the jingle.

Posted at 4:20PM on Jun 16th 2005 by flamer's grill

7. Do you not think they look like granny knickers? Is she trying to attract the old lady market?

Posted at 4:20PM on Jun 16th 2005 by versionsporadic

8. Jennifer Love Hewitt's been upgraded to the B list?

Posted at 4:20PM on Jun 16th 2005 by The Zero Boss

9. This is like deja vu: JLH was also in underwear
for her 2nd cover appearance in "Rolling Stone"
Magazine (LOL!)

Posted at 4:20PM on Jun 16th 2005 by Ronald Vaughan

10. Sue me, I've always thought JLH was really attractive. The ad would work on me, if I were in the panty market! (But what in the world is up with her hair?)

My question is, though -- why JLH? Obviously, your target market here is women. Younger women, I'm guessing, as the copy highlights the "no lines" thing while touting comfort -- so it's probably being marketed as an alternative to the thong.

Which leads to "why JLH?" She's not an icon to young women, at this point in her career. She's not going to convince anyone to ditch the "totally in" thong in favor of something that looks like granny panties simply by appearing in an ad.

I think a far more effective ad would have been product-focused and feature strong copy and a non-celebrity. Show a sexy model from behind in tight pants, and put a visual focus on the messaging -- something like "No panty lines. But she's wearing panties, not a thong."

As it is, the more broad "brand awareness" angle isn't working for me. JLH simply isn't a big enough celebrity anymore to do any serious brand awareness convincing.

Posted at 11:55AM on Jun 15th 2005 by Andrew Kaufmann

11. im a guy. but personally i think thongs r a bit over rated and unattractive...when there sticking 5 feet above there pants.(exaggeration). now look at the charles angle movie when camren diaz was dancing around in lil boy underwear(kind like panites). that was frigin hot!

i mean, who wants a hootch that wants to be so attractive that she give herself an atomic weggie(exaggeration)... its gotta be hurting them, if not damaging some inner organs.(exaggeration)

Posted at 10:37PM on Jun 19th 2005 by Conde

12.
>"...totally in thong"

I get it.

Posted at 1:37AM on Jun 20th 2005 by Archie Goodwin

13. I think she has alot of encouragement to do a spread ,with hanes .I wear hanes and as for me she too can wear them ..she has the money.you go girl

Posted at 4:15PM on Jun 20th 2005 by Alan

14. That's HOT!

Posted at 6:25PM on Jun 23rd 2005 by Scott Johnson

15. My wife is 39, my daugther 14. Disagree that this ad is aimed at younger females. My 14 year old is into the thong thing... a little disconcerting for her parents. Speaking for my wife, she owns thongs and wears them eithier for lack of panty lines or my viewing pleasure. She's always trying to find panties other than thongs that don't cause lines - she finds thongs uncofortable. She still wants to be a little sexy though. Think my wife's impression would be "JLH is sexy, they look comfortable and flattering and produce no panty lines. So, I can be sexy, comfortable and have no lines." Think this ad will be very effective for 25-50 females. They don't have to give up a sexy look or comfort to get rid of panty lines.

Posted at 4:14PM on Jul 8th 2005 by Marc Buckman

16. I'm heading out right now to buy some Hanes underwear. No more Land's End; that's it. JLH, I'd follow you anywhere!

Posted at 9:00AM on Jul 27th 2005 by Tom

17. Well I think Jennifer is one of the most BEAUTIFUL women Ive ever seen. Plus I think she lookz GREAT in the undies :-)

Posted at 3:23AM on Oct 29th 2005 by erin

Jennifer Love Hewitt has Hanes on her

Reader Comments

RESOURCES

RSS NEWSFEEDS