Campaign India Team
Jun 15, 2016

Jockey says ‘Show them what’s underneath’, celebrates the human spirit

Intimate videos anchor new US brand campaign by Pure Growth

Like most underwear ads, Jockey’s new brand campaign in the US features attractive people stripped down to their skivvies. But the subjects don’t really expose themselves until they begin speaking, during three online videos that detail challenges these real people have overcome and their hopes for the future.
The campaign headliner (above) is Chris Van Etten, a US Marine who lost both legs to an IED in Afghanistan. Other spots feature a female firefighter and an adoptive father.

The ads were created by Pure Growth, Jockey’s marketing partner, and the portraits were shot by celebrity photographer Victoria Will.
The campaign includes magazine print ads, digital ads and OOH, cinema and local TV spots.
(This article first appeared on
Campaign India

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