Jockey no longer wants to be known for ads featuring models with ripped abs.
The underwear company is rolling out a new ad campaign called “Show ‘Em What’s Underneath” — a cheeky play on showing off both undergarments and traits that are not visible to the human eye.
The campaign features Chris, a Marine veteran, Michael, an adoptive father, and Lisa, a firefighter, pictured above, and it zeroes in on their accomplishments, not their bodies (though they all do have very fit figures).
“This new campaign celebrates the spirit of individuality — people’s true colours, hidden talents, guts, crazy ideas, big secrets and the gifts that make them truly unique,” Matthew Waller, senior manager of corporate communications and brand partnerships, said in a release. “The Show ‘Em What’s Underneath campaign encourages everyone to be comfortable with themselves — imperfections and all.”
That sounds a lot like the very successful Aerie, which has won over teen girls with its unairbrushed #AerieREAL campaign. It suggests that Aerie was onto something that is relevant to people beyond its audience — even grown men.
The company tells each person’s story through a video, each of which you can below.
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