Iconic underwear brand Jockey reimagines its All Blacks sponsorship with a new brand platform that speaks to the power of being ready.
Jockey’s new brand strategy and resulting “Always ready” campaign, was created by independent agency Emotive and is being rolled out across New Zealand as the All Blacks prepare for their upcoming matches. This is the agency’s first integrated campaign for Jockey since they were appointed.
The 2023 campaign follows All Blacks Jordie Barrett, Dalton Papali’i and George Bower as well as All Blacks Sevens players Tone Ng Shiu and Sam Dickson as they step into their role as Jockey brand ambassadors. This year Jockey nods to the continuation of a tradition of All Blacks in Jockey that goes back to 2004, a story that was also picked up by TVNZ for primetime news when they visited the campaign shoot.
The “Always ready” idea was born from a belief that’s shared by the brand and their discerning customers; that readiness stems from small but fundamental acts of preparation, like remembering to put on a pair of quality underpants.
In two films we meet Barrett, Papali’i and Bower in their underwear, psyching themselves up for their momentous Jockey shoot and discussing preparation tactics…date scones anyone? Some might be surprised to know that date scones are one of the All Blacks tried-and-tested snacks.
The story is continued in a series of striking portraits that tell stories about the small but significant things that they are doing to mentally prepare for competition.
Caroline Prior, marketing manager for Jockey, said : ”As a proud and longstanding partner of the All Blacks, we wanted to demonstrate how Jockey has supported the boys’ preparation for some of life’s greatest challenges. Whether that be getting ready for a cheeky Jockey Photoshoot, or the biggest game of their lives, preparation looks different for everyone – but one thing’s for sure, a pair of Jockeys are always in the mix. We know our audience enjoys getting a real ‘behind the scenes’ insight into the players so we hope this campaign creates some buzz and talkability around fan’s readiness rituals heading into their upcoming matches.”
Rupert Taylor, creative director at Emotive, added: “As a Kiwi who knows deep in my heart the ABs will bring the cup home this year, working with them was pretty special. Full credit for the team at Jockey for making it happen and for making excellent underwear.”
Marketing Manager, Jockey: Caroline Prior
Divisional Manager, Jockey: Brianne Burbury
Creative Agency: Emotive
CEO: Simon Joyce
Creative Director: Rupert Taylor
Senior Creative: Edward Macaulay
Strategy Director: Anna-Claire Clendon
Head of Design: Daniel Mortensen
Senior Designer: Chris Cooper
Head of Production: Hayley-Ritz Pelling
Senior Integrated Producer: Cate Hartmann
Business & Marketing Director: Molly Rugg/Pia McMorran
Aoife Lehane: Senior Account Manager
Production Company: The Collective Force
Retouching: Capture Labs
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]