In Lingerie Campaigns, Less Wink And Nudge

Remember the old Hanes hosiery ads? As a comely model turned male heads while sashaying across a crowded room, a chanteuse crooned: "Gentlemen prefer Hanes." Whether or not gentlemen still do, Hanes has decided that women don't prefer that sort of ad anymore. "We decided we really needed to walk away from the whole thing," says Lyn Salzberg, a senior vice-president at Hanes's ad agency, Saatchi & Saatchi Worldwide. Now, Hanes uses photos of accomplished real-life women, such as Diane English, the creator of TV show Murphy Brown, in a suit with a short skirt.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.