Internationally-known underwear brand Jockey has announced a campaign: Show ‘Em What’s Underneath, which features photos and intimate stories of Chris Van Etten, a U.S. Marine veteran who shows perseverance always wins; Lisa Cusimano, a firefighter who defines courage as serving something greater than yourself; and Michael Cottone, an adoptive father who exemplifies the gift of family.
The campaign will be supported by national print ads, will be activated online with digital ads and video, and use an extensive social media campaign with the handle #ShowEm that will engage influencers and invite people to share authentic images with the world expressing who they really are inside while encouraging others to do the same.
“This new campaign celebrates the spirit of individuality – people’s true colors, hidden talents, guts, crazy ideas, big secrets and the gifts that make them truly unique,” said Matthew Waller, senior manager of corporate communications and brand partnerships, Jockey. “It encourages everyone to be comfortable with themselves – imperfections and all.”
“I’m truly honored and humbled to be chosen by Jockey and featured in the Show ‘Em What’s Underneath campaign,” said Van Etten, whose images will launch the campaign. “Jockey is an iconic American brand built on hard work, authenticity and quality which aligns with my core values, and for them to give me the platform to tell my story and perhaps inspire others to take life’s challenges head on, it’s a tremendous opportunity. The legacy I want to leave behind is someone who spent time trying to help others better their own lives.”