Jockey is continuing its long tradition of stripping the All Blacks down to their tighty whiteys with its latest winter All Colour campaign.
This season All Blacks and All Blacks Sevens players are modelling Jockey’s new 'Microfiber' range of bold, brightly coloured briefs.
This is the second year in a row Jockey has used the players to showcase its new range, after a three-year sponsorship deal was signed last year with the All Blacks and All Blacks Sevens.
While last year’s campaign photos were mostly shot in black and white and featured simpler briefs, this year it’s all about colour, with the players standing side-by-side and chalky bright coloured dust explodes in small clouds all around them (a follow-on behind-the-scenes video also seems likely, given the popularity of last year's effort).
Jockey New Zealand marketing manager Will Radford says it’s great to have the players back again this year.
“They bring so much energy and enthusiasm on shoot day and are always up for a bit of a laugh. This time round we asked them to get a lot more adventurous on set, so the boys spent part of the day jumping in front of the camera which allowed us to get some really great action shots.”
He says jockey wanted to highlight the vibrancy of its latest collection, which it did by throwing around 20 kilograms of coloured dust during the shoot, which was thrown all around the players.
“The effect was outstanding, the guys looked as though they were exploding from coloured clouds of smoke.”
Radford says the campaign will include ad shells, in-mall and digital advertising, as well as point-of-sale advertising.