Jockey speaks to the power of being ready in new All Blacks sponsorship campaign via Emotive

Iconic underwear brand Jockey has reimagined its All Blacks sponsorship with a new brand platform, developed by Australian independent agency Emotive, that speaks to the power of being ready.

 

Jockey’s new brand strategy and resulting ‘Always ready’ campaign is being rolled out across New Zealand as the All Blacks prepare for their upcoming matches. This is Emotive’s first integrated campaign for Jockey since they were appointed.

The 2023 campaign follows All Blacks Jordie Barrett, Dalton Papali’i and George Bower as well as All Blacks Sevens players Tone Ng Shiu and Sam Dickson as they step into their role as Jockey brand ambassadors. This year Jockey nods to the continuation of a tradition of All Blacks in Jockey that goes back to 2004, a story that was also picked up by TVNZ for primetime news when they visited the campaign shoot.

The ‘Always ready’ idea was born from a belief that’s shared by the brand and their discerning customers; that readiness stems from small but fundamental acts of preparation, like remembering to put on a pair of quality underpants.

In two films we meet Barrett, Papali’i and Bower in their underwear, psyching themselves up for their momentous Jockey shoot and discussing preparation tactics…date scones anyone? Some might be surprised to know that date scones are one of the All Blacks tried-and-tested snacks.

The story is continued in a series of striking portraits that tell stories about the small but significant things that they are doing to mentally prepare for competition.

Says Caroline Prior, marketing manager, Jockey: “As a proud and longstanding partner of the All Blacks, we wanted to demonstrate how Jockey has supported the boys’ preparation for some of life’s greatest challenges. Whether that be getting ready for a cheeky Jockey Photoshoot, or the biggest game of their lives, preparation looks different for everyone – but one thing’s for sure, a pair of Jockeys are always in the mix. We know our audience enjoys getting a real ‘behind the scenes’ insight into the players so we hope this campaign creates some buzz and talkability around fan’s readiness rituals heading into their upcoming matches.”

Says Rupert Taylor, creative director, Emotive: “As a Kiwi who knows deep in my heart the ABs will bring the cup home this year, working with them was pretty special. Full credit for the team at Jockey for making it happen and for making excellent underwear.”

Client: Jockey
Marketing Manager, Jockey: Caroline Prior
Divisional Manager, Jockey: Brianne Burbury

Creative Agency: Emotive
CEO: Simon Joyce
Creative Director: Rupert Taylor
Senior Creative: Edward Macaulay
Strategy Director: Anna-Claire Clendon
Head of Design: Daniel Mortensen
Senior Designer: Chris Cooper
Head of Production: Hayley-Ritz Pelling
Senior Integrated Producer: Cate Hartmann
Business & Marketing Director: Molly Rugg/Pia McMorran
Senior Account Manager: Aoife Lehane

Production Company: The Collective Force
Retouching: Capture Labs