Jockey, the leading American innerwear, active wear and leisurewear brand has launched a new range of products for men and women in the USA Originals collection. Ranging across products like briefs, vests, boxers, tracks, t-shirts, shorts and hoodies, this collection is inspired by everything American; the reds, blues and white, stars and stripes, the wild west and rock music.
The campaign conceptualised and executed by Law & Kenneth Saatchi & Saatchi includes a TVC, Print, OOH and will also use radio and digital media for engagement and activation.
The TVC, cut to the Joan Jett & the Blackhearts original song ‘I love rock n roll’, was shot in LA and Las Vegas, by Director Jonathan Hyde. Themed ‘Americana Inside out’ it features models putting on the Jockey USA Originals products interspersed with montages of iconic American imagery from basketball and baseball to Elvis, monster trucks to 4th of July celebrations and Hollywood, Las Vegas and Route 66 signages amongst several others. The print and OOH creative were shot in New York earlier in the year.
Speaking about the campaign, M C Cariappa, President – Sales and Marketing, said, “Jockey has to continue to stay in the ‘realm of the cool’ and emphasize its American lineage, which strengthens its image as a contemporary, international and premium brand. This was the objective in adding to our USA Originals range of innerwear and outerwear which celebrate the American look and the campaign helps to bring this idea alive.”
Rahul Nangia, Jt.National Creative Director, Law & Kenneth Saatchi & Saatchi said, “Here’s a 30 sec crash course in everything that is classic American. Unapologetic, even indulgent. There’s so much you will notice as you watch it again and again.”
Link for the TVC
Creative Agency – Law & Kenneth Saatchi & Saatchi
Creative Team – Rahul Nangia, Pritam Shettigar, Sreekumar Puthan Veetil, Clyde Galbao, Shahid Sheikh
Account Management – Debarjyo Nandi, Himali Shetye
Account Planning – Srinivas Madala
Agency Films Producer – Vijay Vigamal
Production House (India): Hundred Frames
Producers: Prashant Sampat, Shekhar Ravjiani
Executive Producer (India): Umesh Patel
Director: Jonathan C Hyde
Production Service Co. (US): George Brand, LA
Producer (US): Beth George
Executive Producer (US): Ruth Steen