Hanes Launches New Michael Jordan Undershirt “Bacon Neck” Television Commercial

May 17, 2010 | By | 22 Replies More

Hey everyone, thought you’d enjoy this announcement directly from Hanes HQ about their new series of Hanes lay flat collar undershirt/t-shirt television commercials featuring Michael Jordan.

In the commercials, they’ve coined and are using the new term “bacon neck” as a way to describe a worn out, frayed, and sagging undershirt collar.  I think it’s pretty ingenious of them to create a funny phrase that describes sagging undershirt collars. Now, when I see guys wearing an undershirt with a worn out collar, I’ll probably think the guy’s got “bacon neck” now. Good going Hanes!

What’s even funnier, if you watch one of the videos, you’ll notice the chatty “Rick” character talks about blogging and he mentioned that he has a blog at  thatssorick.blogspot.com. Sure enough, Hanes created a blog site at that address and it has information about Rick, the carpet salesman, and his meet up with Michael Jordan on the airplane.

I’ve embedded a video player below that allows you to view the commercials as well as some additional footage of the company filming the commercials! Just choose the video from the “Now Playing” drop down and then press the play button!

America’s No. 1 Men’s Underwear Brand Launches Humorous Marketing Campaign That Supports Hanes Lay Flat Collar Undershirts

WINSTON-SALEM, N.C., May 17, 2010 /PRNewswire/ — Hanes has launched a new men’s underwear marketing campaign starring basketball great Michael Jordan in a new television commercial that shows Hanes Lay Flat Collar undershirts will never suffer from wavy “bacon necks” like other shirts. The marketing campaign kicked off Sunday, May 16, and will continue airing on high-profile cable entertainment and sports programming.

As part of his 20-year relationship with America’s No. 1 men’s underwear brand¹, Jordan will star in humorous ads set in an airplane that find him trapped next to a chatty carpet salesman (Rick) with whom he has nothing in common except Hanes Lay Flat Collar Undershirts. The multifaceted marketing campaign will be brought to life through humorous television and radio commercials, Internet content pieces, and digital activations.

The latest Hanes campaign reinforces the brand’s continued commitment to providing superior comfort. Hanes Lay Flat Collar innovation was born out of research that addresses consumer concerns about the importance of a collar that keeps its shape and does not become wavy (referred to as “bacon neck” in the new ads). This innovation is now available in the fastest-growing men’s underwear category: dyed tops. Hanes now offers Lay Flat Collar Dyed Undershirts across all Hanes Men’s Pocket Undershirts and Dyed Crews. Additionally, beginning this year, all Hanes products will carry the Comfort Guarantee seal, which reinforces the brand’s commitment to superior comfort with a money-back guarantee.

“Hanes products are in nearly nine out of 10 U.S. households and comfort is our biggest priority, which is why we are constantly creating new innovations that make people look and feel better,” said Sidney Falken, senior vice president, Hanes brand. “Our Hanes Lay Flat Collar Undershirts have been a great success, and we are very proud to now offer this feature in our dyed undershirts. The innovation ensures that the undershirt fits the way it’s supposed to and the collar does not become wavy like cooked bacon – no matter how many times you wear and wash it.”

New Airplane-Theme Ads Take Flight

The new ads, created by The Martin Agency of Richmond, Va., kicked off the campaign on May 16 on Fox’s NASCAR Autism 400 and ABC’s NBA playoff games. The ads will continue to air on select Major League Baseball games in June on TNT, high-profile NBA Conference Final games and Fox’s NASCAR Coke 600. Radio ads will run on ESPN Radio on shows such as “Mike & Mike in the Morning” and during the Major League Baseball All-Star Game. Highlights from the digital campaign include multiple Homepage Roadblocks on websites such as Fox Sports, UGO Gaming, and Yahoo! Sports. Additionally, rich media banners will appear across Yahoo! Travel, Yahoo! Music and NBA.com.

“Bacon Neck” is the first of two television spots and highlights the worn and wavy shape the collar of an old undershirt takes on over time. The spot features Michael Jordan on a plane sitting next to Rick who is perturbed by a fellow passenger who keeps looking in their direction. Rick, now established as a clueless-yet-amusing seat mate, jokes about the man’s undershirt. Rick whispers to Michael to check out the man’s “bacon neck,” describing his undershirt collar as “all curled up like bacon in the pan.” Rick references how he and Michael – much to Michael’s amusement – look like twins in their “Lay Flats.” The humorous spot and the bacon neck terminology reinforce that no matter how many times you wear it, Hanes Lay Flat Collar Undershirts won’t stretch or take on a wavy shape. A voice-over concludes with, “the Lay Flat Collar. Lays flat. Won’t bacon. Only from Hanes.”

“We have created some very funny ads and I’m excited for people to see them,” Jordan said. “I’ve been working with Hanes for 20 years, and this shoot stands out as one of my best experiences. I laughed the whole time, and I have had a lot of fun watching all of the ads come to life.”

The second spot titled “Grammar” takes a lighthearted approach to the product name. The ad opens with Rick and the man with the bacon neck speaking on the plane. The bacon neck man explains that he overheard Rick talking with Michael Jordan about the Hanes Lay Flat Collar Undershirt (shown via a flashback to the “Bacon Neck” ad) and that, according to grammar, the product should actually be called “Lie Flat.” Rick counters that Michael Jordan didn’t do “lie ups” during his basketball career and the two argue back and forth while a voice-over ends the commercial by saying, “the Lay Flat Collar. Lays flat. Or is it lies flat? Only from Hanes.”

The Ultimate Travel in Comfort Experience

Hanes is proud to debut a new consumer Web site (www.hanestravelincomfort.com/) that showcases the humorous ads. Visitors to the site can also enter for a chance to win an all-expenses-paid trip to Michael Jordan’s Senior Flight School in Las Vegas sponsored by Hanes. The winner will receive a luxury suite in a top-notch hotel along with the opportunity to “shoot around” with NBA stars, model one-of-a-kind sports apparel, participate in photo and autograph sessions, and join a meet-and-greet with Michael Jordan.

America’s No. 1 Men’s Underwear Brand Launches Humorous Marketing Campaign That Supports Hanes Lay Flat Collar Undershirts

WINSTON-SALEM, N.C., May 17, 2010 /PRNewswire/ — Hanes has launched a new men’s underwear marketing campaign starring basketball great Michael Jordan in a new television commercial that shows Hanes Lay Flat Collar undershirts will never suffer from wavy “bacon necks” like other shirts. The marketing campaign kicked off Sunday, May 16, and will continue airing on high-profile cable entertainment and sports programming.

As part of his 20-year relationship with America’s No. 1 men’s underwear brand¹, Jordan will star in humorous ads set in an airplane that find him trapped next to a chatty carpet salesman (Rick) with whom he has nothing in common except Hanes Lay Flat Collar Undershirts. The multifaceted marketing campaign will be brought to life through humorous television and radio commercials, Internet content pieces, and digital activations.

The latest Hanes campaign reinforces the brand’s continued commitment to providing superior comfort. Hanes Lay Flat Collar innovation was born out of research that addresses consumer concerns about the importance of a collar that keeps its shape and does not become wavy (referred to as “bacon neck” in the new ads). This innovation is now available in the fastest-growing men’s underwear category: dyed tops. Hanes now offers Lay Flat Collar Dyed Undershirts across all Hanes Men’s Pocket Undershirts and Dyed Crews. Additionally, beginning this year, all Hanes products will carry the Comfort Guarantee seal, which reinforces the brand’s commitment to superior comfort with a money-back guarantee.

“Hanes products are in nearly nine out of 10 U.S. households and comfort is our biggest priority, which is why we are constantly creating new innovations that make people look and feel better,” said Sidney Falken, senior vice president, Hanes brand. “Our Hanes Lay Flat Collar Undershirts have been a great success, and we are very proud to now offer this feature in our dyed undershirts. The innovation ensures that the undershirt fits the way it’s supposed to and the collar does not become wavy like cooked bacon – no matter how many times you wear and wash it.”
New Airplane-Theme Ads Take Flight

The new ads, created by The Martin Agency of Richmond, Va., kicked off the campaign on May 16 on Fox’s NASCAR Autism 400 and ABC’s NBA playoff games. The ads will continue to air on select Major League Baseball games in June on TNT, high-profile NBA Conference Final games and Fox’s NASCAR Coke 600. Radio ads will run on ESPN Radio on shows such as “Mike & Mike in the Morning” and during the Major League Baseball All-Star Game. Highlights from the digital campaign include multiple Homepage Roadblocks on websites such as Fox Sports, UGO Gaming, and Yahoo! Sports. Additionally, rich media banners will appear across Yahoo! Travel, Yahoo! Music and NBA.com.

“Bacon Neck” is the first of two television spots and highlights the worn and wavy shape the collar of an old undershirt takes on over time. The spot features Michael Jordan on a plane sitting next to Rick who is perturbed by a fellow passenger who keeps looking in their direction. Rick, now established as a clueless-yet-amusing seat mate, jokes about the man’s undershirt. Rick whispers to Michael to check out the man’s “bacon neck,” describing his undershirt collar as “all curled up like bacon in the pan.” Rick references how he and Michael – much to Michael’s amusement – look like twins in their “Lay Flats.” The humorous spot and the bacon neck terminology reinforce that no matter how many times you wear it, Hanes Lay Flat Collar Undershirts won’t stretch or take on a wavy shape. A voice-over concludes with, “the Lay Flat Collar. Lays flat. Won’t bacon. Only from Hanes.”

“We have created some very funny ads and I’m excited for people to see them,” Jordan said. “I’ve been working with Hanes for 20 years, and this shoot stands out as one of my best experiences. I laughed the whole time, and I have had a lot of fun watching all of the ads come to life.”

The second spot titled “Grammar” takes a lighthearted approach to the product name. The ad opens with Rick and the man with the bacon neck speaking on the plane. The bacon neck man explains that he overheard Rick talking with Michael Jordan about the Hanes Lay Flat Collar Undershirt (shown via a flashback to the “Bacon Neck” ad) and that, according to grammar, the product should actually be called “Lie Flat.” Rick counters that Michael Jordan didn’t do “lie ups” during his basketball career and the two argue back and forth while a voice-over ends the commercial by saying, “the Lay Flat Collar. Lays flat. Or is it lies flat? Only from Hanes.”
The Ultimate Travel in Comfort Experience

Hanes is proud to debut a new consumer Web site (www.hanestravelincomfort.com/) that showcases the humorous ads. Visitors to the site can also enter for a chance to win an all-expenses-paid trip to Michael Jordan’s Senior Flight School in Las Vegas sponsored by Hanes. The winner will receive a luxury suite in a top-notch hotel along with the opportunity to “shoot around” with NBA stars, model one-of-a-kind sports apparel, participate in photo and autograph sessions, and join a meet-and-greet with Michael Jordan.

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Tug is the world's undershirt expert. Looking for undershirt or men's shapewear information? You'll find it here on my site - guaranteed! You can also find me on

Comments (22)

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  1. Spamtaco64 says:

    ill bet the guy with the bacon neck was a product tester for hanes

  2. JC says:

    Just saw the “bacon neck” commercial again and wanted to express to you (Hanes) that I’m less than impressed with a marketing tactic that makes fun of people who may not be able to afford a new shirt for every outing. Saying, “See how bad this guy looks?” is pretentious and immature. I’m surprised that Mr. Jordan attached himself to such an unprofessional campaign. Way to go, Hanes – make fun of people’s clothes when everyone is looking for ways to save money and provide for their families. Make people feel self-conscious about something as arbitrary and pre-teen as fashion. As long as you keep to this tactic, I won’t buy a single thing even associated with your brand. Your marketing team is embracing the lowest form of persuasion: ridicule. Disgusting. Grow up.

  3. BK says:

    These lay flat shirts are by far the worst undershirts ever. I’ve had undershirts for a year that the necks are fine, the lay flats lasted about 30 days and the necks are destroyed already. I sent hanes an e-mail about this marketing on a subpar product like. Do not buy these undershirts

  4. TJD says:

    Why is Michael Jordan a spokesman for Hanes when Hanes no longer offers tall man undershirts?

  5. K-Dawg says:

    These adds are really trying to pressure consumers into being more self conscious about “bacon neck” thereby pressuring them to buy more product. A co-worker of my pointed out I had a bacon neck shirt and she had to show me the commercial because I had no idea what she was talking about. I looked at all my undershirts and they all have bacon neck! I say wear your bacon neck proudly peeps and screw hanes for trying to shame us into purchasing more product.

    • hey k-dawg! yeah, that’s pretty funny. i was just talking to a friend about this a few days ago and think it’s pretty ironic, really. hanes creates this series of commercials that forms an official brand/definition around worn out, saggy collars and their undershirts are worst offenders of “bacon neck”.

      one thing is for sure, it’s a great demonstration of how powerful and influential their advertising is. i guess when you have ocean’s full of money, you can pretty much accomplish anything you want to.

      that said, i’m not suggesting that it’s ok to wear undershirts with worn out, saggy collars. it sounds like it’s time to replace your undershirts, but remember, there are lots of options out there nowadays for us guys, so you don’t have to be shamed into buying hanes. instead, let’s shame you into buying something a little nicer ;)

  6. testeditout says:

    Man… I bought seven “no bacon” shirts and it turned bacon neck on the first day. Compared to that, I have a shirt I got for running a marathon and that lies flat and it’s been 10 years. It really sucks that we can’t buy quality everyday products anymore.

  7. Freddi says:

    “Michael Jordan did’nt do LIE-UPS all of his the career, the man did LAY-UPS”.

    I love it!!!!!!!!!!!!!!!!!

  8. Larry Birt says:

    I have to admit that I never heard the term ‘bacon neck’ before seeing the Hanes commercial. Now I notice it every time I fold my laundry. I have checked the tags in all of my ‘T’ shirts and have come to one conclusion: Hanes has the market on ‘bacon neck’. The ONLY shirts I have with ‘bacon neck’ are “Hanes ComfortSoft® shirts.

    • hey larry! no offense to my friends at hanes, but one reason they may have come up with the campaign, and the improved product, is to solve a design problem that existed in their own products. maybe that was their way of addressing the problem without admitting that their product had it. the grand master scheme!

    • Johnny says:

      The only bacon shirts I have are the Hanes ComfortSoft

  9. doodletc says:

    why doesn’t a company as large as hanes know that the correct terminology is “lie flat”, NOT “lay flat” ? surely there are copy editors who proof ads?

  10. Sleeve Sprout says:

    Forget bacon neck! I am the most menacing t-shirt affliction! I am sleeve sprout, the loose dangling t-shirt sleeve that grows from beneath your polo shirt sleeve. White men fear me, women adore me and minorities barely know I exist.

  11. eileen says:

    michael jordan needs to cut off his mustache because he could look like “hitler”.

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