In Jockey’s new ‘Real Man’ campaign, Rugby players strip down to their underwear

Not all men have the time or ability to spend hours working out and getting a ripped physique, and Jockey certainly plays on this for their new ‘Real Man’ campaign. In a classic collaboration with the world champion New Zealand All Blacks team and All Black Sevens, the underpants company’s new creative print campaign aims at veering away from focusing only on the stereotypical ripped, athletic physique. The “average Joe” comes in all builds and this is why Jockey’s new campaign adds a real man to the equation with the introduction of Kiwi actor Will Hall.

Jockey brands its underwear as ideal for all male body types and not just for ripped blokes. In an interview with NZ Herald, Will Radford, Jockey’s category and marketing manager for Australasia said: “What we’ve done with the imagery of Dan Carter and the All Blacks is aspirational… The reality though is most guys don’t look quite like that so bringing in Will is great because he’s a typical Kiwi bloke which is exactly what we were after.” Featuring Hall, who is well known from shows such as Shortland St. is a smart move by Jockey in their second year of collaboration for creative TV ads with the All Blacks.

The campaign was shot at One Tree Hill College’s gym and is all set to include digital advertising, ad shells and in-mall creative billboards advertising apart from point-of-sale advertising. Radford went on to state, “We sell underwear for everyone and we make underwear for everyone to feel comfortable in.” Drawing inspiration from this, the campaign aims at men of all shapes and sizes and focuses of the essence of Jockey’s campaign – underwear for the ‘Real Man’.

Behind the scenes at the All Blacks Jockey shootAll changes saved.