Celebrities pick their wedgies. As subject matter, that is…

Wedgies are not a laughing matter. But commercials about wedgies – well, that's a different story. Hanes is ridding the world of wedgies with the new No Ride Up panty, and Sarah Chalke is helping spread the message with a website, two new commercials and other humorous video extras. Her Lucy-esque performance, directed by Zach Braff, brings the funny to an otherwise-uncomfortable situation.

All campaign elements direct consumers to www.hanes.com/wedgiefree, where, in addition to viewing the TV spots, consumers can watch Chalke’s own “Wedgie Dance” video, submit their own wedgie stories and rate other stories using the “Blush-O-Meter,” and send humorous e-cards to spread the word about wedgie freedom. In the coming months, consumers will also be able to personalize the Wedgie Dance Video by uploading headshots of themselves and friends.