With 'Move' and 'Play' Jockey's newest campaign aims to inspire viewers

[caption id=“attachment_92475” align=“alignleft” width=“380”] A grab from the ‘Move’ ad[/caption]

‘It’s either the whole hog or nothing’, is the message Jockey India wants to give out through its newest campaign. Created by L&K Saatchi & Saatchi, the campaign comprises five commercials, of which two - ‘Move’ and ‘Play’ have been aired so far.

‘Move’is about a boy getting inspired by dance and the lengths he goes to learn and be good at it. ‘Play’ portrays a girl who is inspired by a street drummer and takes it up with a passion she never knew she had. The campaign takes forward the brand’s ‘Jockey or nothing’ proposition and speaks to the youth who will do everything they can to pursue their passions.

Speaking about the campaign, Cariappa, senior general manager - sales and marketing, Page Industries said, “The core philosophy of brand Jockey is ’the best or nothing’. We live by this philosophy in whatever we do, right from product design to quality control. The youth of today resonates with this same philosophy and will not settle for anything which is second to the very best. We believe our three brand films will connect with our audience and inspire them to live by these emotions and aspirations.”

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The first film of the series, ‘Move’ begins with a young man seeing a bunch of youngsters in a dance studio after which he gets inspired to dance. Over the next few days he gets more and more consumed by his passion; at first he is uncertain, but before he knows it, he is working his way through his own inhibitions and setbacks. Finally, at a club, he is faced with a moment where he can either step up or sit down; he decides to step up and publicly display his talent and hard work, only to be cheered and appreciated by his peers.

Watch the film here:

‘Play’ begins with ayoung woman deciding to start drumming, after she sees a young boy playing in a metro station. She begins to get obsessed with the idea and soon she can’t stop doing it all the time, wherever she goes. She puts together a drum kit and begins practising on it every spare moment she gets. Shehas nothing to hold her back, but her own limitations. She can either give in to them,or continue playing.

Watch the ad here:

Rahul Nangia, chief creative officer, L&K Saatchi & Saatchi said, “It was amazing that so many people, who are so passionate about what they do, came together for this project, from across the world. From the client, to the director, to the production, to the crew, to the performers, to the composers, to the post-production guys; it has been the most strange and interesting motley of people. It is incredible that a theme like this found people who actually believed in giving it their all. I hope that honesty of purpose comes through in the films.”