# Controvertising Hanes: Nigg*r, Fagg*t, Pak! By Ayman | Published 2008-04-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/controv-campaigns-hanes References: [adsoftheworld](http://adsoftheworld.com/media/print/hanes_bottle) In this shocking ad, **Hanes** conveys the concept of the *Original Tagless Comfort* underwear through the idea that the, "world gives you enough tags." The concept of tags might be a smart idea, playing on the social tags to promote tagless undies is very creative. But, in my opinion, this is a stupid delivery! I believe the mere use of such hateful tags to promote underwear is a foolish, immature and cheap way to garner publicity for this controversial campaign, but they go even further with illustrations and slogans that make matters worse. In *Fagg*t*, you see same-sex kissing, debauchery, toys, bottles of wine and references to beauty: lipstick, nail polish and makeup. In *Nigg*r*, you see drugs, guns, jail cells, low-life jobs like cleaning toilets, and text about being HIV positive. In *Pak!* (a demeaning name for people from Pakistan), you see tanks, bullets, bombs and pigs (an anti-Islamic reference). Such a campaign would never be approved in Europe or America, where the use of such hateful references is a big 'No No', even when you are trying to use it in a positive light. The campaign was created by an Indian advertising agency (Mccann Erickson, Bombay, India). It's a pity, because I actually like the art direction (Timsy Gupta) and illustration (Pranav & Timsy). ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 91% | Activity: 78% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Underwear](https://www.trendhunter.com/underwear) ## Key Themes ### What's Driving This Trend - **Controversial Advertising:** Opportunity for companies to push boundaries and generate attention through provocative and shocking advertisements. - **Pushing Social Norms:** Opportunity for brands to challenge societal beliefs and promote inclusivity through thought-provoking campaigns. - **Artistic Direction in Advertising:** Opportunity for brands to utilize creative art direction and illustration to capture consumer attention and differentiate their brand. ### Who This Affects Most - **Apparel:** Opportunity for apparel companies to disrupt the industry by using controversial advertising to generate buzz and differentiate their brand. - **Advertising:** Opportunity for advertising agencies to provide cutting-edge and daring campaigns for brands looking to make a bold statement. - **Creative Services:** Opportunity for creative services agencies to showcase their artistic direction and illustration expertise in designing innovative advertising campaigns. ## Related on Trend Hunter - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Health Awareness Undergarments](https://www.trendhunter.com/trends/underaware.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Cheeky Infant Formula Campaigns](https://www.trendhunter.com/trends/good-start.md) - [Love-Centric Public Service Announcements](https://www.trendhunter.com/trends/love-has-no-labels1.md) - [Dirty-Resembling Luxe Undergarments](https://www.trendhunter.com/trends/dirty-willy-underwear.md)