Memory Lane with Peter Arnell and Tina Turner.
One of the best ways to garner new ideas for future marketing campaigns and creative endeavors is to look at those from the past that made a splash. And what a splash this ad campaign made. Peter Arnell and Tina Turner paired up to create a pantyhose campaign. And while you might not think pantyhose is the sexiest thing to focus on — when you put Tina Turner and those never-ending legs of hers into the campaign, the sex appeal is certainly there.
Add in her story of incredible resilience, and you have an unbeatable campaign. One of the things that made this campaign for Hanes’ new product called Resilience so poignant was that the ad had an underlying message.
And this is really an essential piece of advertising. Of course the ad was about the amazing pantyhose, and how resilient to tears they were. But the person offering that message was Tina Turner — who has shown so much resilience in her own personal life and in her public career. The ad, in this way, played upon the pathos of the viewer, on the feeling of hope and resilience that comes through struggles. And that message goes well beyond a pair of hose.
Watch Tina Turner at her very best here in the video, and Peter Arnell’s magic playing out on the screen.
