Jockey Skips The Supermodels & Enlists ‘Everyday Heroes’ To 'Show ‘Em What’s Underneath' In Empowering New Campaign!
While some brands go raunchy, Jockey is going a different route for their latest underwear campaign, "Show ‘Em What's Underneath."
The label announced on Thursday that their new ads would be celebrating real people by showcasing three "everyday heroes": Lisa Cusimano (above), a firefighter, Chris Van Etten, a Marine veteran, and Michael Cottone, an adoptive father.
Matthew Waller, senior manager of corporate communications and brand partnerships at Jockey, dished in a statement on the empowering new campaign:
"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. The Show 'Em What's Underneath campaign encourages everyone to be comfortable with themselves – imperfections and all."
This trio truly is so inspiring!
And after seeing the pics, we think Lisa, Chris, and Michael really slayed it! Make sure to ch-ch-check them out in the gallery (above) and in their mini spotlights (below):