Jockey, the American innerwear and leisurewear brand has been busy the past year with launching Jockey Woman, Athleisure and Jockey Juniors. While introducing new ranges in their men’s and women’s innerwear ranges and this campaign is created for these new innerwear ranges.

The films show men and women going about their typical routine day when they get into their headspace, a comfortable space thanks to their Jockey innerwear, and break into a dance, oblivious to where they are. The films feature contemporary dance moves mixed with freestyling and street dance including jookin, and are choreographed by Ayesha Orange known for her work with Austin Powers movies. The films have been directed by Hans Emanuel and shot in Los Angeles, CA. Two of the five TVCs are already on-air and online.

Talking about the campaign, Debarjyo Nandi, Sr.Vice President, L&K Saatchi & Saatchi said, “An idea that ‘fits like a song’ with the product and the brand, an all-time classic song, iconic American locations, amazing dancers, a celebrated choreographer, a relentless cinematographer, an energetic director and an ever supportive client, all the ingredients that could have only created magic!”

M C Cariappa, President, Sales and Marketing, Jockey India, said, “The Feels like Jockey campaigns are created to strengthen the core proposition of fit and comfort of our core range of men’s and women’s innerwear while ensuring the brand continues to build relevance and affinity with the youth.”

Tags:
#fitslikeasong, #feelslikejockey, L&K Saatchi & Saatchi, Best Tv Commercials, Inspiring Short Films, Best Commercial Ads, Best TV Ads

The campaign conceptualized and executed by L&K Saatchi & Saatchi includes TV, Print, OOH and will also use radio and digital media for engagement and activation.

The campaign will strengthen Jockey’s play in the women’s innerwear category with a new range of lingerie which caters to today’s self-assured, confident woman who keeps in touch with her femininity. The essence of the campaign is captured in the VO that runs through the film…

She knows me. She knows my body and what it needs. She knows that it’s not just about the shape, colour or even size. She knows that comfort comes first. She knows every stitch counts Every line makes a difference. She knows that curves come with edges And that edges can be beautiful too.

Speaking about the campaign, M. C. Cariappa, President – Sales & Marketing, Jockey India said, “Jockey knows best when it comes to innerwear, and that comfort and fit are the most essential. Jockey also understands women’s needs from lingerie go beyond that and that different women have different needs from their innerwear. The Jockey Woman campaign only reiterates what Jockey brings to women in terms of knowledge, understanding and expertise with products that truly #KnowsMe.”

Debarjyo Nandi – Sr. Vice President, L&K Saatchi & Saatchi added, “Every woman has the right to right lingerie in form, function, fit and feel. And every woman is unique with different needs for different days of the week or different times of the day. Which too evolves with time and age. #KnowsMe is Jockey Woman’s promise that she understands these needs. The idea extends to the campaign which celebrates women and their femininity without being stereotypical even in its portrayal of women in innerwear.”

Credits:
Brand: Jockey
Campaign: Jockey Woman |Knows me
Creative Agency: L&K Saatchi and Saatchi
Creative Team: Rahul Nangia, Sreekumar Pv, Pritam Shettigar, Shahid Sheikh
Account Management: Debarjyo Nandi, Himali Shetye
Account Planning: Srinivas Madala
Agency Producer: Vijay Vigamal
Production House: Hundred Frames
Director: Mark Toia
Producer: Prashant Sampat, Shekhar Ravjiani
Executive Producer: Umesh H.patel
Line Producer: Umesh Hadke
San Francisco Production: Ryde Studios
Producers – Richard Delassio, Sean Harner
Production Manager: John Silverman
Assistant Director: Sean Harner