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Law & Kenneth Saatchi & Saatchi goes Americana inside out with its latest campaign for Jockey India

16-May-2017
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Law & Kenneth Saatchi & Saatchi goes Americana inside out with its latest campaign for Jockey India

Jockey, the leading American innerwear, active wear and leisurewear brand, has launched a new range of products for men and women in the USA Originals collection. Ranging across products like briefs, vests, boxers, tracks, t-shirts, shorts and hoodies, this collection is inspired by everything American; the reds, blues and white, stars and stripes, the wild west and rock music.

The campaign conceptualized and executed by Law & Kenneth Saatchi & Saatchi includes a TVC, Print, OOH and will also use radio and digital media for engagement and activation.

The TVC, cut to the Joan Jett & the Blackhearts original song ‘I love rock n roll’, was shot in LA and Las Vegas, by Director Jonathan Hyde. Themed ‘Americana Inside out’, it features models putting on the Jockey USA Originals products interspersed with montages of iconic American imagery from basketball and baseball to Elvis, monster trucks to the 4th of July celebrations and Hollywood, Las Vegas and Route 66 signages, among several others.  The print and OOH creatives were shot in New York earlier in the year.

Speaking about the campaign, MC Cariappa, President – Sales and Marketing, said, “Jockey has to continue to stay in the ‘realm of the cool’ and emphasize its American lineage, which strengthens its image as a contemporary, international and premium brand. This was the objective in adding to our USA Originals range of innerwear and outerwear which celebrate the American look and the campaign helps to bring this idea alive.”

Rahul Nangia, Jt. National Creative Director, Law & Kenneth Saatchi & Saatchi said, “Here’s a 30 sec crash course in everything that is classic American. Unapologetic, even indulgent. There’s so much you will notice as you watch it again and again.”

Credits:

Creative Agency - Law & Kenneth Saatchi & Saatchi

Creative Team - Rahul Nangia, Pritam Shettigar, Sreekumar Puthan Veetil, Clyde Galbao, Shahid Sheikh

Account Management - Debarjyo Nandi, Himali Shetye

Account Planning - Srinivas Madala

Agency Films Producer - Vijay Vigamal

Production House (India): Hundred Frames

Producers: Prashant Sampat, Shekhar Ravjiani

Executive Producer (India): Umesh Patel

Director: Jonathan C Hyde

Production Service Co. (US): George Brand, LA

Producer (US): Beth George

Executive Producer (US): Ruth Steen

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