michael field / executive creative director / writer

Jockey Boxers
Print, PR, WOM

Challenge:

How do evolve an existing campaign to be more authentic and engaging?

Solution:

Let’s put the people who are in their Jockey’s in the environments where they’re most natural and authentic.

Lower your trousers – and your inhibitions – and stand proudly in your Jockey briefs, boxers or panties.

HEADLINE
Just the bros sportin' the comfies.

TAGLINE
Let 'em know you’re Jockey.

Results:

Over $1MM in earned media.

“Let ‘em know you’re Jockey." sparked Jockey with a new spirit, breathed new life into the Jockey name, and got Jockey talked about.

The work even influenced the culture of Grey Group. As Adweek said: “…if Jockey can bring out sporty underwear and kid its upright image, then Grey can be less, well, gray.”