Underwear brand Jockey is featuring baseball legend Babe Ruth in its new “get real” ad campaign.
Ruth’s appearance in the commercial is brief, but is vital to connecting a revered American icon with the company’s new line of sports-friendly briefs, which are designed to resist odours. The ads also build upon the brand’s historical legacy with computer imagery emphasizing the science and research behind the new line, taking it from the past into the present.
In addition to television commercials, the campaign also features print and digital ads, and online videos. Pairs of the new briefs are also being given to prominent bloggers and amateur atheletes to further promotional efforts.
The campaign marks a dramatic increase in Jockey’s advertising budget, which has increased by nearly £2 million since 2011.