Inspirational New Jockey Campaign Shows What It Means to Be a True Hero

Spotlights wounded vet, firefighter and adoptive dad

Headshot of Christine Birkner

Jockey's new campaign is showing what people are made of—literally and figuratively—with emotional videos starring everyday heroes. The campaign, "Show 'Em What's Underneath," includes three real-life inspirational stories, encouraging people to be confident with who they are.

Videos and print ads feature Chris Van Etten, a U.S. Marine veteran who lost both legs when he stepped on an IED while serving in Afghanistan; Lisa Cusimano, who followed in her father's footsteps and became a firefighter; and Michael Cottone, an adoptive father who discusses the importance of family. 

"Chris, Lisa and Michael share the values of courage, perseverance and family," said Matthew Waller, senior manager of corporate communications and brand partnerships at Jockey. "They're compelling people, they have unique stories, and they have gripping messages that a broad audience of people will be drawn to." 

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.

"We're excited to let them tell their stories and let people know that Jockey stands for more than underwear," Waller said. "It's what's underneath that counts." 

@ChristineBirkne Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.
Publish date: June 13, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT