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‘Feelin’ Good’ in Jockey

Law & Kenneth Saatchi & Saatchi use Nina Simone’s sultry voice singing ‘Feelin’ Good’ and pirouetting models in Jockey innerwear to create a morning mood of a ‘new day’

‘Feelin’ Good’ in Jockey

Law & Kenneth Saatchi & Saatchi use Nina Simone’s sultry voice singing ‘Feelin’ Good’ and pirouetting models in Jockey innerwear to create a morning mood of a ‘new day’

BestMediaInfo Bureau | Mumbai | April 27, 2016

Jockey-TVC Click on the image to watch the TVC.

Innerwear brands have used locations, passions and celebrity abdomens to market their wear. At the end of the day, though, a innerwear campaign has to have innerwear in it. In a commercial conceptualized for the innerwear brand Jockey, Law & Kenneth Saatchi & Saatchi, use Nina Simone’s sultry voice singing ‘Feelin’ good’ and pirouetting models, to display their range of men’s and women’s under garments.

The lilting tune of Simone’s song sets the mood of a new day breaking, while models run along a beach or do acrobatics in the privacy of their rooms in comfortable innerwear to ‘Feel Like Jockey’. All the while, Simone’s haunting voice sings along in the backdrop: ‘Birds flying high, you know how I feel/ I’m feelin’ good/ sun in the sky/you know how I feel/ It’s a new day, a new dawn, a new life for me/ I’m feelin’ good…”

The film shows young men and women rising for the day and undulating to the soundtrack of ‘Feelin’ Good’. The film has been choreographed by Dena Thomson (best known for Sia videos) and directed by Indian-American director Isaak Ravishankara (also known for Hozier videos). The message in the film is simple, that wearing Jockey was a way of ‘Feelin’ Good’.

Talking of the campaign, Rahul Nangia, Jt. NCD, Law & Kenneth Saatchi & Saatchi, said, “These films have brought together an interesting bunch of performers and artists. It was great to see so much talent and skill working together to create this piece.”

Speaking about the ideation, Debarjyo Nandi, Senior Vice-President, Law & Kenneth Saatchi & Saatchi, said, “The main thought behind creating this campaign were (inspired by) two objectives of the client. One is the comfort factor, which one enjoys when wearing a Jockey. The other one is being less aspirational to the lost international image, and making it more relevant than other innerwear brands competing in this space.”

Jockey does not seem to have experimented too much with the new television commercial, since the comfort of wearing a Jockey has been the core theme of previous brand communications too. “While the earlier TVCs were for people to achieve a goal,” Nandi explained, “this one explains why one loves wearing Jockey early in the morning, or when they’re out for a run or other activities. The theme might be the same, but the thought process is different.”

Vedji Ticku, CEO, Page Industries, said, “With this campaign Jockey further builds on its international lineage and strengthens its core of comfortable innerwear. The campaign also ensures that the brand continues to stay relevant to the everyday lives of the evolving younger generation.”

The TVC:



Client: Page Industries

Brand: Jockey India

Agency: Law & Kenneth Saatchi & Saatchi

Creative team: Rahul Nangia, Pritam Shettigar, Ruchika Parab, Clyde Galbao, Shahid Shehzad,

Account Management: Debarjyo Nandi, Reshmi Ganguli, Himali Shetye

Director: Isaak

Production House: Lightbox Films, India and Benetone Hill, USA

Producers: Junaid Herekar and Imran Khan

US Producer: Daemon Hill

Line Producer:  Lauren Baker

Production Manager: Devin Reeve

DOP: Katelin

Choreographer: Dena Thomson

Steadicam Operator: Ari Robbins

Sound: Anu Pujari, Shankh

Offline editor: Shweta Venkat Mathew

Online editor: Jitendra Kalwani, Pixion



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