Jockey: #ShowEm What's Underneath

Client: Jockey
Date: Feb 2019
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Jockey, a 143-year-old brand recognized around the world for its underwear and apparel, announced the next chapter of its inspiring brand campaign 'Show ’Em What’s Underneath, Show ’Em Your Jockey.' The latest heroes to be featured are professional golfer Bubba Watson and his wife, former WNBA player, Angie, who show the strength of family in building a life where love and commitment to each other comes first.

With two adopted children, Caleb and Dakota, Bubba and Angie consider family to be their greatest achievement. As Angie suffered from a medical condition that prevented her from having children naturally, the Watsons turned to adoption to grow their family. The adoption process was more difficult than expected but after being turned down three times, Bubba and Angie adopted their son, Caleb, just a week before Bubba won the Masters tournament in 2012. Two years later, they welcomed a daughter, Dakota, into their family, also by adoption. After overcoming their challenges in building a family, they are sharing their ups and downs of their personal journey to encourage anyone who may be experiencing similar trials.

The #ShowEm campaign introduces Bubba and Angie proudly wearing Jockey product alongside Caleb and Dakota in a personal, intimate video illustrating what’s underneath, both literally and figuratively. #ShowEm celebrates everyday heroes who embody the spirit and values of Jockey and the characteristics that make them unique, including purpose, faith, perseverance, courage, family, hope and resilience.

Bubba Watson also serves as an ambassador for Jockey Being Family Foundation, Ltd. (JBF), JockeyInternational, Inc.’s corporate charitable initiative, which provides resources and support to post-adoption organizations to help strengthen adoptive families once an adoption is finalized.

Debra S. Waller, chairman and chief executive of Jockey, was adopted as an infant and started JBF in 2005. Through her leadership JBF has impacted and helped strengthen more than 325,000 families.

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