At a time when Hanes was featuring Michael Jordan with record sales in men’s briefs, a challenge was put forth by the client: Create spots that’ll break through and increase sales in women’s underwear sales at the same levels. Our position was narrowed down to the idea that you just feel better and more natural in Hanes. Puckett was on the assignment as Executive Creative Director when Art Director Michael Foley’s idea of a mom on a trampoline floated to the top of the pile of concepts. What could be more free and natural than jumping on a trampoline in your underwear? Nothing. The spot was sold with the music “Dancing in the Moonlight.” Everything came together perfectly and sales reached record levels while everyone sang along.
