It's 'Jockey or Nothing' for These Dancers in Electrifying Underwear Ad

Back on home-turf, JSA's LA-born but Barcelona-based director Hans Emanuel has teamed up with L&K Saatchi & Saatchi, Hello Robot and choreographer Ayesha Orange for a punchy new commercial for Jockey Underwear.

The film follows a collection of electrifying dancers around Los Angeles as they find themselves suddenly in nothing more than their Jockey underwear (to nobody else’s concern) and overcome by the need to dance.

Part of the ‘Feels Like Jockey’ campaign, the creative aims to strengthen the brand’s core message of comfort-first while appealing to a younger audience. Check out the director's cut below, or watch the agency version here.

Hans Emanuel is one of JSA’s busiest directors, with extensive experience working across Europe, Asia, the Middle East and both North and South America.