Jockey's New Campaign Features 'Everyday Heroes' in Their Underwear

Get ready for the feels — the videos are endearing, too.
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Campaign image from Jockey's "Show 'Em What's Underneath." Photo: Jockey

Campaign image from Jockey's "Show 'Em What's Underneath." Photo: Jockey

The year in body positivity may have been 2015, but this year isn't slowing down on the topic of shape and size, either. The latest brand to use bodies as a source of empowerment is Jockey, the Wisconsin-based private label dedicated to undergarments, activewear and loungewear. On Thursday, Jockey released its "Show 'Em What's Underneath" campaign, featuring "everyday heroes" (aka real people, not models — although, they're all pretty darn good looking) in their underwear. 

The three individuals — Lisa Cusimano, a firefighter; Michael Cottone, a newly adoptive father; and Chris Van Etten, a U.S. Marine veteran — star in portraits and three short videos where they talk about their true self and the common characteristics that make them a hero. "The 'Show 'Em What's Underneath' campaign encourages everyone to be comfortable with themselves – imperfections and all," said Matthew Waller, senior manager of corporate communications and brand partnerships, in a press release.

Sure, using real people is nothing new when it comes to marketing products to real people. But we found this campaign to be more endearing than most, and that's what matters. You can check out the the "Show 'Em What's Underneath" campaign on Jockey.com, and get ready for the feels.

Campaign image from Jockey's "Show 'Em What's Underneath." Photo: Jockey

Campaign image from Jockey's "Show 'Em What's Underneath." Photo: Jockey

Campaign image from Jockey's "Show 'Em What's Underneath." Photo: Jockey

Campaign image from Jockey's "Show 'Em What's Underneath." Photo: Jockey

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