Huh. That’s different.
I guess we’ll just have to take Jockey’s word for it that they are nice underwear. Not that I needed or wanted to see Tim Tebow in his underwear. It’s just that it strikes me as an ineffective campaign to pay Tim Tebow a boatload of money to promote your product and then do print ads for the product where the product isn’t even seen, save for the upper strap of said undergarment, barely visible above his blue jeans.
Advertising experts agree (via HuffPo):
Marketing expert Stephen Bender agrees: “If you’re not going to show the product, then how is the campaign going to work? You are either selling underwear or you’re not.”
But Michael Kleinmann, editor-in-chief of The Underwear Expert, said it’s the public’s discomfort with a man in underwear that has kept Tebow zipped up.
“Tebow should have dropped his pants,” Kleinmann told me. “I don’t know why everyone is so scared of men in underwear. Choosing a guy that people can relate to — a man’s man — is good, but even he walks around his house in his underwear… People just need to relax and stop being afraid.”
While I got a nice chuckle out of the “Tebow should have dropped his pants” line from Mr. Kleinmann, I have to disagree with his argument that it Tebow wearing blue jeans while promoting underwear was all due to the public’s discomfort. I’m pretty sure Tebow’s chastity and lily white public persona might have had something to do with it as well.
Nevertheless, Mo Moorman, public relations director for Jockey International, argued that “[s]ome things are better when left to the imagination,” and I suppose in this instance, I have to agree. Victoria’s Secret ads, on the other hand, forget it.
Still, if this was the direction Jockey ultimately decided to go — for whatever reason — they should have had some fun with it, like having Tebow do his best Tobias Fünke impression, fashion himself some cut-off jeans and pose as a dyed-in-the-wool, unrepentant Never Nude and called it a day. Now that would have been a solid ad.