Video: Jockey Launches First Television Ad in 10 Years

Video: Jockey Launches First Television Ad in 10 Years

TV Spot Celebrates Individuality and Exposes the Naked Truth about Being Yourself

KENOSHA, Wis., Dec. 20 /PRNewswire/ -- For the first time in nearly ten years, Jockey International, Inc., the iconic American apparel brand, has returned to the airwaves with the launch of a new television ad that is part brand promotion and part social commentary.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/jockey/31158/

The ad demonstrates Jockey's brand positioning, which encourages people to be themselves, and is a key component of Jockey's aggressive, multi-year marketing initiative that includes new product introductions, innovative campaigns and targeted sponsorships aimed at growing market share among Jockey's broad consumer base.

"This ad captures the essence of Jockey's authenticity, and takes a stand against society's often-unrealistic expectations of what the "ideal" person should be," said Tim Pitt, Jockey's Vice President of Global Advertising and Marketing. "What we're saying is that in a world where you can be anything, the most wonderful thing you can be is yourself."

The commercial, directed by Marcus Nispel, who has directed TV ads for the likes of Coca-Cola, Mercedes, Nike and Pepsi, opens in a futuristic factory setting where people are being transported down a conveyer belt toward a molding machine. As they pass through the molding machine, they are stripped of their individuality and unique traits and molded into apparently flawless - and seemingly mindless - beings.

When the commercial's hero and heroine - he's wearing Jockey's 3D- Innovations(TM) and she's in Jockey's No Panty Line Promise(TM) - realize what is occurring, they choose to leap off the belt and escape the molding process as the line "Dare to be you" flashes across the screen.

"Consumers are looking for unique and meaningful ways to interact with brands, and it's imperative that we demonstrate Jockey's focus on authenticity," said Pitt. "The spot has a bit of tongue-in-cheek social commentary, and hopefully the message of Be Yourself rings loud and clear with the ad."

The 30-second spot was developed in collaboration with Minneapolis-based marketing agency Periscope. The ad is scheduled to run through March 2008 on a variety of popular channels, including ESPN, Discovery, VH1, FX and TLC.

The ad and a behind-the-scenes short film can be seen at www.Jockey.com .

About Jockey International, Inc.

Jockey International, Inc., is a privately held company, founded in 1876 by Samuel T. Cooper, a retired minister who wanted to help lumberjacks suffering from blisters and infections caused by their shoddy wool socks. Consumers learned they could trust him, and his tiny hosiery business grew and then expanded into underwear. Today, Jockey International, Inc., is a leading manufacturer and marketer of comfort apparel products sold in major department and specialty stores across the country. The products are also available in more than 120 countries around the world. Located in Kenosha, Wis., the 131- year old company is committed to quality, comfort, fashion, innovation and value. As Jockey grows in size and sophistication, the simple commitment to serve its consumers' needs continues to be the company's hallmark. Consumers can visit Jockey on its Web site at www.Jockey.com .

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Video: http://www.prnewswire.com/mnr/jockey/31158
Source: Jockey International, Inc.

CONTACT: Mo Moorman of Jockey International, Inc., +1-262-653-3027,
mo.moorman@jockey.com; or Amelia Ott, +1-617-939-8368, aott@coneinc.com, for
Jockey International, Inc.

Web site:

http://www.jockey.com/

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