Jockey, inventor of the Y-front, is to reposition the classic
underpants as a sensual, sophisticated fashion item in a press and
cinema campaign targeting a young audience.
The brand's UK arm is to drop the creative approach developed by Grey
London for a campaign created by US agency Octopus. Press ads will break
The cinema advertising, a medium the brand has not previously used, will
run from early-2002. The work will aim to catch the attention of a
younger audience with a higher disposable income than its core customer,
aged between 45 and 50.
Grey London, which has worked on the account for 18 months, unveiled a
£1m press campaign at the end of last year featuring British lads
pulling their trousers down to reveal Jockey underwear. The laddish
image built on its sponsorship of Kingstonian Football Club.
Jockey UK brand manager Jeremy Garman said Grey remains its agency of
record and is currently working on giving the label a lifestyle edge.