Stripping down to their Jockey's for the annual underwear shoot may not be in the contract but for the All Blacks and All Blacks Sevens boys it's seen as a bit of fun.

The latest Jockey 'real man' ad campaign sees the usual lineup of rugby stars joined by actor and "kiwi bloke" Will Hall who Jockey category and marketing manager for Australasia Will Radford said was brought in to showcase the brand as underwear for everyone.

"What we've done with the imagery of Dan Carter and the All Blacks is aspirational, and both males and females find it aspirational in terms of how they want to view the All Blacks and their bodies," Radford said.

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"The reality though is most guys don't look quite like that so bringing in Will is great because he's a typical Kiwi bloke which is exactly what we were after - we sell underwear for everyone and we make underwear for everyone to feel comfortable in."

The advertising campaign, shot this week at One Tree Hill College's gym, has evolved from the static billboard image of Dan Carter, to multimedia marketing featuring a group of All Blacks and All Blacks Sevens players on billboards, video coverage of the shoot and meet and greets with the players, but according to Radford it's a necessary evolution.

"I think we have to evolve and just having an image of a model or an All Black static, we're past that stage," Radford said.

We need to make sure people get to know the personalities and the people behind the brand, and the footage we use to bring it all to life through different mediums helps with that.


Being associated with a high performance and successful brand such as the All Blacks and Sevens proved lucrative for the brand with wins such as the Rugby World Cup boosting sales Radford said, although he noted half of the purchases of Jockey underwear were from women - with the Jockey shoot appealing to both audiences.

According to All Black Victor Vito and All Blacks Sevens Scott Curry, the teasing from friends and family driving past the billboard was a regular thing, but representing a good brand "as well as the free underwear" Vito said, was worth it.