Bigger Than Underwear


Jockey was a new business pitch that I helped win.

The brand lacked relevance with Millennials. The company ads were funny, but in a way just as superficial as the rest of the category. Perhaps all of that was the result of a misguided assumption, which states that millennials are the most confident generation. We disagreed. In fact, they might be the least confident generational cohort.

As millennials are surrounded by so much insecurity and fake, they yearn a sense of self-comfort that comes from within – bare and authentic (the naked truth, if you will). This observation opened a window of opportunity to make Jockey bigger than underwear by portraying a self-comfortableness that stems from deep underneath -
exemplified by regular people who progress against the odds.


The campaign, "Show 'Em What’s Underneath," features real-life inspirational stories, encouraging people to be confident with who they are.

The one seen here portrays Chris Van Etten, a U.S. Marine veteran who lost both legs when he stepped on an IED while serving in Afghanistan.

Print ads are running in People Magazine, Glamour, Allure, Self, Shape, Men’s Health, GQ and Outside Magazine. The campaign also has a social media component in which people are encouraged to share their stories with the hashtag #ShowEm.