Jockey gets models into ‘Feelin’ Good’ groove, underlines comfort with spirited moves

Innerwear and leisurewear brand Jockey has rolled out a TV campaign, led by a 60-second film. The campaign has been conceptualised by L&K Saatchi & Saatchi.

 

The film featuring international models reflects the mood of its soundtrack, 'Feelin’ Good' by Nina Simone. A young man running out to the beach at dawn, a young couple lounging with their coffee on the couch, another young man stretching as he wakes up, and a young woman striking a gymnast’s pose against her refrigerator set the tone. The protagonists break into spirited dance moves, exuding the comfort they feel in their leisure and innerwear. As they relax, the super 'Feels like Jockey' appears. The film ends with the brand’s 'Jockey or Nothing' message. 

 

Rahul Nangia, joint NCD, Law & Kenneth Saatchi & Saatchi, said, “These films have brought together an interesting bunch of performers and artists. It was great to see so much talent and skill working together to create this piece.”

 

Vedji Ticku, COO, Page Industries, said, “With this campaign Jockey further builds on its international lineage and strengthens its core of comfortable innerwear. The campaign also ensures the brand continues to stay relevant to the everyday lives of the evolving younger generation."

 

Credits

 

Creative agency: Law & Kenneth Saatchi & Saatchi

Creative team: Rahul Nangia, Pritam Shettigar, Ruchika Parab, Clyde Galbao, Shahid Shehzad, 

Account management: Debarjyo Nandi, Reshmi Ganguli, Himali Shetye

Director: Isaak 

Production house: Lightbox Films, India and Benetone Hill, USA

Producers: Junaid Herekar and Imran Khan

US Producer: Daemon Hill

Line Producer:  Lauren Baker

Production Manager: Devin Reeve

DOP: Katelin

Choreographer: Dena Thomson

Steadicam Operator: Ari Robbins

Sound: Anu Pujari, Shankh

Offline editor: Shweta Venkat Mathew

Online editor: Jitendra Kalwani, Pixion