Jockey, the Leading American innerwear brand Jockey has launched a new advertising campaign which has been made exclusively for women. Executed by L&K Saatchi & Saatchi, this campaign includes TV, Print, OOH, and will also use radio and digital media for engagement.

While the TVC has been directed and shot by Mark Toia in San Francisco, the print and OOH creatives were shot in Los Angeles.

Through this campaign, Jockey will look to strengthen its place in the women’s innerwear market with a new range of lingerie. Jockey is inspiring women to become self-assured and confident through this campaign. This can be clearly seen in the commercial that has been launched.

Talking 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, Vice President, L&K Saatchi & Saatchi said,

“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.”

You can watch the released advertisement below:

Campaign credits:

Creative Agency: L&K Saatchi and Saatchi

Agency Producer: Vijay Vigamal

Production House: Hundred Frames

Director: Mark Toia