In 1996, Tina Turner became the new spokeswoman for Hanes Hosiery. The campaign, with a budget estimated at $20 million, is centered around Tina, who had been signed to serve for two years as the spokeswoman for Hanes hosiery lines like Resilience, Smooth Illusions and Silk Reflections, in addition to conventional elements like television commercials and print advertisements. The campaign, created by the Arnell Group in New York, also featured tie-ins between Hanes and Virgin Records: Hanes sponsored the American leg of Tina’s concert tour in support of the Wildest Dreams album in 1997.
Inside the post, a video compilation of the commercials that Tina did for Hanes; including a small making-of and newspapers clippings.
