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The Jockey push debuts with three heroes proudly clad in the brand’s underwear who will appear in a series of personal videos and portraits.
Global underwear and apparel giant at 140 years old, Jockey, has launched a brand campaign titled Show ‘Em What’s Underneath. The initiative debuts with three heroes proudly clad in the brand’s offerings who will appear in a series of personal videos and portraits in conjunction with the theme.
The objective of the push is to encourage fans to be comfortable with expressing their true self. Additionally, the initiative shines the spotlight on everyday people who embody the spirit and values of the marque, alongside the characteristics which make each one unique in their own way.
The campaign’s intimately-captured stories feature Chris Van Etten, an American veteran who shows perseverance; Lisa Cusimano, a firefighter who defines courage as serving something greater than herself; and Michael Cottone, an adoptive father who exemplifies the gift of family.
Initially, the effort will focus on the Marine as he visits markets nationwide, engaging with media and consumers to promote the inspirational movement, leading up to the Fourth of July. Said exercise will be supported by national print ads across People, Glamour, Allure, Self, Shape, Men’s Health, GQ, Outside, and ESPN.
Meanwhile, digital ad and video components are expected to accompany the push, with local market presence also slated to take centre stage through out-of-home, mall, television, and cinema advertising. An extensive social media programme will amplify the overall platform.
#ShowEm will engage influencers and invite people to share authentic images with the world expressing who they really are inside while encouraging others to do the same. The fully-integrated campaign was developed by marketing partner, Pure Growth Consulting.
“This new campaign celebrates the spirit of individuality—people’s true colours, hidden talents, guts, crazy ideas, big secrets, and the gifts that make them truly unique,” said Matthew Waller, Senior Manager of Corporate Communications and Brand Partnerships at Jockey.
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