From days of the week to intricate lace patterns, underwear choice has portrayed a wide variety of styles. However, this new undergarment line isn’t trying to dazzle you with elaborate fabrics or designs; instead, Jockey’s Show 'Em What's Underneath campaign encourages shoppers to unveil their powerful inner qualities when they strip down.
Three unsung superstars propel the campaign: firefighter Lisa, U.S. marine veteran Chris, and adoptive father Michael. These role models advertise their admirable qualities that lie underneath their everyday exterior—strength, courage, perseverance, family, comfort, and a soft side—paralleling the Jockey attire they sport underneath their everyday clothing.
Against the neutral backdrop of the clothing, Jockey allows its consumers to sport their true selves. No g-strings, no bows, no flirty phrases. Jockey wants you to embrace being you.