Jockey unveils new ‘Show ‘Em What’s Underneath’ campaign

By

Obi Anyanwu

Published
Jun 10, 2016

Jockey International, Inc. launched on Thursday its new brand campaign, “Show Em’ What’s Underneath, featuring three everyday heroes.

 
With the campaign, the 140-year-old underwear brand aims to encourage people to be more comfortable expressing their true selves. The “everyday heroes”, Chris Van Etten, a US Marine veteran; Lisa Cusimano, a firefighter and Michael Cottone, an adoptive father, appear in the campaign in a series of raw photos and videos. The campaign will initially focus on Van Etten as he promotes the brand and campaign nationwide leading up to Independence Day.
 
"This new campaign celebrates the spirit of individuality – people's true colors, 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, Jockey. "The Show 'Em What's Underneath campaign encourages everyone to be comfortable with themselves – imperfections and all."

Jockey’s use of unconventional models for its newest campaign follows a recent trend in fashion and beauty campaigns. In March, Aerie launched its Aerie Man underwear brand with a campaign featuring unconventional male models. The new line and campaign followed the #AerieReal campaign that launched in 2014 and features untouched photographs of women. The campaigns proved to be a success for Aerie since it experienced a 32% increase in first quarter sales for fiscal 2016.
 
Fashion and beauty companies are moving away from tradition creating a new form of beauty and free from ideals and stereotypes.
 
Dove Men+Care launched in 2015 its ‘Real Strength’ campaign that challenges the traditional idea of masculinity and celebrates men who embrace their caring side. Axe Body Spray followed suit this year with its “Find Your Magic” campaign that highlighted different types of men and their confidence.
 
Plus-size retailer Lane Bryant took a jab at conventional beauty with its “I’m No Angel” campaign that was a play on the name of Victoria’s Secret models, and fashion brands and publications continue to book unconventional models for campaigns and photoshoots including Jillian Mercado, a fashion editor with muscular dystrophy, Winnie Harlow, the Canadian fashion model and face of Desigual that was diagnosed with vitiligo, and Shaun Ross, the Bronx, New York native albino model.
 
Jockey is the latest company to take part in the trend with its new “Show Em’ What’s Underneath” campaign, which will appear in print and television as well as social media under the hashtag #ShowEm.