Developed by Creative Juice\G1, the campaign features four high-profile female models who drive a red car into a busy shopping area and come to a stop, as if their vehicle has broken down. Dressed in nothing but Jockey underwear, they walk around the area causing a stir before displaying the advertising board about the brand.
Creating additional buzz is the fact that one of the talents, Odette Henriette Jacomin, is the ex-girl friend of the famous Thai tennis player, Paradon Srichaphan.
Jockey employs shock tactics to promote new line
Men's underwear brand Jockey has extended its product line with the introduction of female undergarments and sportswear. With a limited above-the-line budget, the company launched a "sensual" below-the-line campaign that has become the talk of the town.
