"Grocery"

24 July 2026

58s

Cheeky does it.

Now this is a spot with attitude. Not the sort that gets up in your grill and makes you want to punch its lights out, but the 'saunter into a grocery store like you own the place' kind. The protagonist's got it in spades as she browses the shelves—when she heads for the fridges and turns her back to the camera, however, it's clear this is a, er, cheeky trip to the shops.

She wears a T-shirt, socks, and underwear, but not just any underwear, mind you: red panties made by Hanes. A few years ago, the brand revelled in quirky historical fiction, with ads set in the year of our Lord 1901—director Nick Ball's leisurely commercial takes place right here, right now, though, and the protagonist would now like to pay for her shopping, thank you very much.

From the moment she enters the store to when she bids farewell with a smile, there's not a single line of dialogue and it works an absolute treat. Why bother when viewers can read the "You've got a lot of nerve walking in here like that... and I sort of dig it" look on the clerk's face like a book? Furthermore, it lets the product speak for itself and keeps the thrill of comfort as pure as possible.

USA

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