The Jockey underwear brand has a strong heritage of high quality, comfortable underwear but was struggling to attract new, younger customers and suffered from low awareness. We needed to carve out a unique space in the category, while remaining true to the brand, to help Jockey punch above its weight and attract new customers.

The underwear category, exemplified by Calvin Klein and Victoria’s Secret, typically portray overly sexualized superficial images of men and women to sell their products. But, in today’s society this approach is seen as outdated by many, who consider this imagery unrealistic and think it has a negative impact on people’s self esteem.

This presented an opportunity for Jockey to push against the category convention by developing a more innocent brand positioning: Promoting self confidence by encouraging everyone to be comfortable expressing who they really are inside.

The ‘Show ‘Em” Campaign recruited real American everyday heroes, including a female firefighter, a double amputee veteran and an inter-racial adoptive father to share their personal stories.

Our deep understanding of the business and creative brand platform allowed us to win the account from Droga5 and develop a highly successful fully integrated brand campaign, which is being continued into the future.