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Jockey International new TV ad to run thru March 2008
21 Dec '07
2 min read
For the first time in nearly ten years, Jockey International Inc the iconic American apparel brand, has returned to the airwaves with the launch of a new television ad that is part brand promotion and part social commentary.
The ad demonstrates Jockey's brand positioning, which encourages people to be themselves, and is a key component of Jockey's aggressive, multi-year marketing initiative that includes new product introductions, innovative campaigns and targeted sponsorships aimed at growing market share among Jockey's broad consumer base.
"This ad captures the essence of Jockey's authenticity, and takes a stand against society's often-unrealistic expectations of what the "ideal" person should be," said Tim Pitt, Jockey's Vice President of Global Advertising and Marketing.
"What we're saying is that in a world where you
can be anything, the most wonderful thing you can be is yourself."
The commercial, directed by Marcus Nispel, who has directed TV ads for the likes of Coca-Cola, Mercedes, Nike and Pepsi, opens in a futuristic factory setting where people are being transported down a conveyer belt toward a molding machine.
As they pass through the molding machine, they are stripped of their individuality and unique traits and molded into apparently flawless - and seemingly mindless - beings.
When the commercial's hero and heroine - he's wearing Jockey's 3D- Innovations and she's in Jockey's No Panty Line Promise- realize what is occurring, they choose to leap off the belt and escape the molding process as the line "Dare to be you" flashes across the screen.
The ad demonstrates Jockey's brand positioning, which encourages people to be themselves, and is a key component of Jockey's aggressive, multi-year marketing initiative that includes new product introductions, innovative campaigns and targeted sponsorships aimed at growing market share among Jockey's broad consumer base.
"This ad captures the essence of Jockey's authenticity, and takes a stand against society's often-unrealistic expectations of what the "ideal" person should be," said Tim Pitt, Jockey's Vice President of Global Advertising and Marketing.
"What we're saying is that in a world where you
can be anything, the most wonderful thing you can be is yourself."
The commercial, directed by Marcus Nispel, who has directed TV ads for the likes of Coca-Cola, Mercedes, Nike and Pepsi, opens in a futuristic factory setting where people are being transported down a conveyer belt toward a molding machine.
As they pass through the molding machine, they are stripped of their individuality and unique traits and molded into apparently flawless - and seemingly mindless - beings.
When the commercial's hero and heroine - he's wearing Jockey's 3D- Innovations and she's in Jockey's No Panty Line Promise- realize what is occurring, they choose to leap off the belt and escape the molding process as the line "Dare to be you" flashes across the screen.
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