Creativity

Droga5 Looks to the Past for New Jockey Creative

The Agency's First Piece of Creative for the Underwear and Sleepwear Brand Features Nods to the Greats

Published on Aug 18, 2014

Editor's Pick

Droga5 debuts its first spot for undergarment and sleepwear manufacturer Jockey today. The agency and company take a bold approach with this "Greatness" campaign. The two play up the premise that spaceman Buzz Aldrin, baseball great Babe Ruth and General George Patton wore Jockey in big moments-- but what if they had been wearing today's Jockeys?

While the "Bambino" and General are mentioned, accomplished astronaut Buzz Aldrin is the star in this initial spot, cheekily titled "Supporting Greatness." The second man on the moon morphs into space conquerer mode, as a result of the pretty literal support his new and improved underpants give him.

The campaign is supported by print and digital efforts, where the concept remains quite literal, as every image reveals what lies beneath the surface of each of these great men.

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About

Credits

Date
Aug 18, 2014
Chief Creative Officer:
Ted Royer
Client:
Jockey
Group Creative Director:
Scott Bell
Senior Copywriter:
Ryan Raab
Senior Art Director:
Dan Kenneally
Chief Creation Officer:
SallyAnn Dale
Head of Broadcast Production:
Ben Davies
Broadcast Producer:
Bill Berg
Head of Brand Strategy:
Teodor Florea
Head of Communications Strategy:
Colleen Leddy
Senior Brand Strategist:
Matt Gardner
Digital Strategist:
Nick Maschmeyer
Production Company:
Smuggler
Director:
Guy Shelmerdine
DOP:
Eric Schmidt
Executive Producer:
Allison Kunzman
Producer:
Michaela Johnson
Editorial:
Work Post
Editor:
Cass Vanini
Assistant Editor:
Trevor Myers
Executive Producer:
Erica Thompson
Post Production:
The Mill
Partner:
Patrick Milling Smith
Partner:
Brian Carmody
Head Of Production:
Sean Costelloe

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