Jockey Real Men

The blind spot in masculinity.

Men, like women, face narrow expectations about how they should look, act, and feel. Strength is often defined by size, stoicism, and hyper-masculinity—leaving little room for softness, vulnerability, or difference. This campaign challenged that.

In response to a wave of comedic rip-offs of Jockey’s previous All Blacks campaign, a ‘mactor’—a model/actor with a very different physique— was cast for the new campaign, to stand confidently alongside New Zealand’s ultimate symbols of masculinity. It was a bold, tongue-in-cheek invitation to rethink what strength looks like, and to remind men that they, too, come in all shapes and sizes.