Here’s Tim Tebow’s ad for Jockey underwear — and he is wearing jeans in it (photo)

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.

[image via]

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63 Comments

  1. Mic

    February 3, 2012 at 3:19 pm

    Not surprising that he’s not dropping trousers. It’s only an issue with him ’cause of being a Christian. Fact is, I’ve never seen Michael Jordan in only his underwear… and I’ve managed to buy jockey underwear regardless. I think the writer has lost sight of the fact that word of mouth is still the most effective marketing tool… and Tebow in this ad wearing jeans… stirs word of mouth marketing. I mean, really… are you the type that needs to see a guy wearing only a condom for you to decide whether or not to buy it? My guess is, your answer is “no.” But if my guess is wrong… well… then my guess is wrong.

    • mikemcc

      February 4, 2012 at 6:15 pm

      right on !

      • F. Dazzo

        February 5, 2012 at 10:31 am

        You ‘ve got it!

    • Adrian

      February 5, 2012 at 10:34 am

      Excellent informative reply!!!!

    • dru j

      February 5, 2012 at 10:43 am

      You guys don’t get it. regardless of how I dislike sagging like most people beyond 35. The younger generation relate to seeing the top of underware and displaying the brand. I am just glad they did not have Tebow with and extreme sang. Tebow is a young guy. I bet he sags bit off camera in his daily life like most young folks his age of all backgrounds

    • nanna

      February 5, 2012 at 11:58 am

      Why is is ok to see Females Butts,Boobs, & Bellies in every ad on tv,magazines, billboards EVERYWHERE- But us women can’t view and see Men in Underwear? It’s still obviously a Mans World! Leave this poor guy alone, it’s ok to do the ad Tastefully. Use your Imagination a little,.
      I wish they’d stop Exposing women/females so much, it gets tiring & boring always looking at them. Let men use their Imagination on us! Leave something SACRED

      • cat

        February 5, 2012 at 12:48 pm

        The more we view and buy the products the more they show!!!
        sagging is absolutely the worst “trend” ever. Our youngsters are being taught that exposing all but their privates is acceptable. What they don’t seem to get is that it makes them look unkept, irresponsible, and indecent.

      • zumba

        February 5, 2012 at 1:00 pm

        Because we care to see women that way. We do not care to see men that way

      • aqua2man2

        February 5, 2012 at 4:12 pm

        The issue isnt male or female, its that Tebow would not take his pants off. if they wanted him to do that add, this is what they get. The draw is him, not that hes male. If there were women who would not undress would they use them? Arent there female actors who dont do nude shots? How do they do it? They chose not to. Good for Tebow, and good for American youth.

    • Carl

      February 5, 2012 at 2:22 pm

      MJ sold Haines not Jockey.

      • Mic

        February 6, 2012 at 2:53 pm

        Yep. You’re right. MJ is a spokesperson for Haines, not Jockey. I’ve bought Haines as well. Either way, not based on seeing MJ in underwear.

        • Sportmentary

          February 6, 2012 at 3:43 pm

          I wonder what anyone would do if Toyota launched a campaign where they only showed thew road and not the car. Would we think that was a great marketing campaign? The ad misses the mark on its messaging.

          I’m left a little confused. Is Jockey now selling jean? Do they want me to buy jeans now or underwear. What type of underwear are they marketing there?

          It’s not that I want to see some guy in underwear. For all I care they could have left TT out of it and just showed me what they were selling.

          I don’t think women would buy panties of any kind unless they new what it looked like. if they saw a Victoria’s Secret model wearing jeans while marketing a hipster, I think they would be a little confused and the campaign would be ineffective.

          • Tim

            March 21, 2012 at 10:20 am

            I think some posters are missing the point…they’re not selling a specific model of underwear, they’re selling Americana…golden sunset outside, playing football, blue jeans, wild horses running free, with an All-American hero (like him or not). They’re associating all of those things with the brand Jockey. It’s a terrifically effective ad in my opinion.

  2. Mic

    February 3, 2012 at 3:21 pm

    I DO think the Never-Nude idea would be hilarious, though!

  3. Not Mic

    February 4, 2012 at 2:18 pm

    First off, MJ has appeared in his underwear for ads. Secondly, MJ represented Hanes, not Jockey.

    Jockey’s marketing is targeted primarily to middle age women, the segment who purchase underwear the most (i.e. they buy their own, they buy their kids and they buy their husbands underwear).

    Jockey is also a conservative company as you can tell by their marketing and underwear collection. Case in point, you’ll never see what the rear side of a thong looks like even though the whole selling point of a thong is the rear part. Very little product aimed to the 17-30 something female.

    • Mic

      February 4, 2012 at 5:02 pm

      Ah… Sorry for the incorrect stats. Just to clarify, I didn’t say MJ didnt pose in just his underwear. I just stated that I personally did not see him in any ads as such.

      • Mic...idiot

        February 5, 2012 at 12:44 am

        Fact is, it’s not a “Fact” if just you have never seen it, you pretentious douche. ie – I never saw World War 2, so it never happened.

        • Mic

          February 5, 2012 at 1:21 am

          I didn’t say it didn’t exist. I said that I didn’t see it. And why are you calling me an idiot? I was apologizing for not having the facts straight. Man, I sure hope you don’t treat your friends like that. sorry we all aren’t perfect like you!

          • steve brink

            February 5, 2012 at 8:52 am

            NOW GIRLS RELAX…UNTWIST YOUR PANTIES AND QUIT CAT FIGHTING

        • Mic

          February 5, 2012 at 1:29 am

          Also, learn how to read before you call people “pretentious douche’s”. You in the 5th grade or something? The jump from “didn’t see MJ in underwear” to meaning “World War II didn’t exist ’cause I didn’t see that” is quite pretentious on your part, actually.

          • Brainfreeze

            February 5, 2012 at 7:42 am

            ROFL

          • DC

            February 5, 2012 at 2:30 pm

            LOL…you guys need to chill it’s just an underwear ad.

  4. Pam Bultmann

    February 4, 2012 at 2:39 pm

    REFRESHING!!!!!!!!!!!!!!!!!!!!!!!
    Like my Mom said, “Once you do ads in your underwear, there is no place to go, except…..” A picture is worth a thousand words. Other than a cheap thrill, do we REALLY, in our hearts, RESPECT the guys and gals who do sexy commercials or that show it all or almost all??????? Thanks, Tim.

    • Theresa

      February 4, 2012 at 4:07 pm

      yes we do respect those guys and gals

      • dave70359

        February 4, 2012 at 11:46 pm

        LOL

      • Brainfreeze

        February 5, 2012 at 7:46 am

        @Theresa

        Respect them… what respect that they are doing ads in their underwear so u can get a cheap peek at their package. Right on Tebow, make us proud to be human!

  5. Theresa

    February 4, 2012 at 4:05 pm

    Beckham is not afraid to drop his pants for the H&M underwear launch and we thank him for that!!!!

    • Vince

      February 4, 2012 at 4:59 pm

      There’s a difference between fear and conviction. I’m pretty sure this is simply a conviction issue. It’s kind of like stealing cars… there are those who don’t do it simply out of conviction and others who refrain out of fear of getting in trouble.

  6. robin

    February 4, 2012 at 5:33 pm

    What’s the big deal… Michael Jordan has long been associated with Hanes, and we’ve never seen Michael Jordan in his underwear. Actually, he’s not even wearing it in the commercial, someone else is. Personally, I like the ad, and if it is doing what it intended… increase sales, while maintaining his convictions, all the better! What to go TEBOW!

  7. mudwump

    February 4, 2012 at 6:19 pm

    Thank you Tim Tebow. I don’t see anyone demanding models to subject themselves applying Preparation H. Fabio never was shown in his underwear…as a matter of fact, you look a lot like Fabio, Timmy! Hey, cool!

    Wow! I’m on to something, here! Timmy, I want a commission for this idea!! My name is Wildjoe.

    Here’s Tebow, shirtless on the plantation, and entwined with some southern belle…the big mansion in the background, and that Tebow-hating ex Steeler, ESPN commentator in the background abusing the servants….

  8. T-man

    February 4, 2012 at 9:05 pm

    But you do it without the shirt! Don’t put it on not doing it for moral reasons, but for the same reasons you over-hype him as an athlete, to fit him in with athletes; he does not have the package or the tools, to put him as one of the better participants.

  9. T-man

    February 4, 2012 at 9:11 pm

    By the way! This ad merely represents sagging (which most Tebow supporters might consider profound). Jockey is supporting the saggers who have been advertising underwear through sacrifice of embarrassment and ordinance violations, without giving them a dime. Instead, they find a brain-dead subject, who is supported by people of the same caliber, to market their product, using the trend.

  10. T-man

    February 4, 2012 at 9:17 pm

    Why do you all keep comparing what Tebow does, to what black people have done? Stop stealing and trying to justify by your religious convictions. Just express your criminal intents and say that you stole your glory from the contributions of other cultures. Appreciate all players in the game, Devils!

    • Mar

      February 4, 2012 at 9:47 pm

      So, only black people sag their pants? And if so, how could we DARE compare The Holy Tebow to BLACK PEOPLE?

      Hi, 2012, nice to see things haven’t changed much.

    • T-Woman

      February 4, 2012 at 9:51 pm

      And you just brought it back to the original point Mic made. The only reason this is an issue is because he’s a Christian. You tout people forcing religion on you while you push your anti-religion. Tebow gives thanks to God, and you raise hate him and other “religious” people. so… Who’s the intolerant one? Youre the hypocrite!

    • Brainfreeze

      February 5, 2012 at 7:54 am

      @T-man

      Why you’ll never be president…you live in the past man, living your life through other people. get a life, get a job, and for god sakes get a clue!!

      • T-man

        February 6, 2012 at 1:47 pm

        Well it’s nice to see you taking time from the oval office to write in response to my post on YOUR Backyard page (I assume that it’s yours, since you say I am living through others). What the hell are you talking about frozenbrain. Write your own comments and stop responding to others with your ignorant ideas of things.

  11. chris

    February 4, 2012 at 10:05 pm

    people are commenting on the ad–love it, hate it, etc. so, now, jockey has more attention. welcome to marketing, folks. love tebow and his pants or hate him for his shirtless display, you have all just helped jockey’s marketing folks earn their pay. well played, jockey, well played.

  12. alex newsom

    February 4, 2012 at 11:42 pm

    We never saw the burger in “Where’s the beef” and in spite of the abscence of the advertised burger, it was one of the most efficient commercials ever. Personally, I am tired of seeing men and women running around in their undies.

  13. beherenow

    February 5, 2012 at 1:57 am

    this is not an ad for underwear. IT’S AN AD FOR LOOKING LIKE A TOTAL DORK! I’m not athletic and i look cooler throwing a football than this guy. And yes, he should be in his underwear if only to distract viewers from memories of when a baby throws a ball for the first time. hahahahaha!

    • kstar

      February 5, 2012 at 4:06 pm

      ummm, dork? no quite the opposite. Ask a great majority of the female population and we will say he looks, just fine. Yes, sir, just fine. Don’t really have to see anymore or say anymore about that! :)

  14. Sportmentary

    February 5, 2012 at 2:37 am

    That’s one of the dumbest ad campaigns ever! I thought the objective would be to show viewers the product.

  15. JB

    February 5, 2012 at 5:26 am

    Hey writer and so called marking experts. You’re all stupid. This ad is not about selling product. Underwear is not a product that needs to be pitched by a half naked model, especially for a brand as recognized as Jockey. Underwear sells itself because it’s f’ing underwear. Clearly, Jockey with their “The True Original” slogan is simply aligning themselves with a young recognizable spokesman who is also an original. And if all the analysts are correct you don’t get more original than Tim Tebow. So actually this ad is right on point and refreshingly sophisticated.

    • Brainfreeze

      February 5, 2012 at 8:15 am

      Wow…that is hilarious…you calling the kettle black! bravo! *Applaudes JB* Lets look back on your statement for a moment…Marking, is that suppose to be Marketing?? And again, nice language, you couldn’t have come up with any other verbs to pitch f’ing…u know like phoquing underwear….why would you even have to use such language to talk about someone else’s morals in an underwear ad, clearly you must have mistaken Tebow for a model. If Jockey wants to pay him for his ads, whether he is wearing jeans and no shirt (because guys dont have to wear one, whether they are Christain or not) he’s not parading around in his underwear. Do y’all think it would be ok if we all put down our clothes and just wore our underwear in public? We already comment on that guy down at the beach that weighs 400 lbs. wearing a speedo, or the chick that weighs 350 lbs. wearing a skimpy 2 piece thong bikini (or it looks like a thong with her wearing it), could you really tolerate people just in their undies shopping for food while you son or daughter staring at their package. Tebow, you did the right thing. We ain’t living til we have a boatload of haters talking alot of smack about us!

  16. Charli

    February 5, 2012 at 8:28 am

    Personally, I think the person who thought up this campaign was brilliant. Tebow looks sexy and it does leave a little something to your imagination. Each time you see the ad, you will think “Jockey” because that is what the ad is for. The best part is that everyone has thier own imagination and can “add” or “subtract” whatever they like from the ad. Whoever thinks this promotes sagging should be glad. I hope this ad promotes sagging like Tim is showing instead of the sagging I see daily. It is just a touch devilish but he doesn’t look like a doof….and not cartoonish like the people you see on the street who won’t be happy till their pants fall off. That is NOT sexy. I will think “JOCKEY” when I see Tim Tebow in this ad and I will relate the brand to the hottie. Smart Ad!!

    • kstar

      February 5, 2012 at 4:08 pm

      I totally agree.

  17. tebowfan

    February 5, 2012 at 8:30 am

    Seriously it is the hint of what is there that makes this ad so incredibly sexy! Seeing just the top of the underware is amazing….as a woman I think that this is better than seeing him there without the pants. It is the mystery and the romance. And from a marketing standpoint; really who purchases most of the men’s underware? Women. We buy it for our boyfriends, husbands and sons….so I say YEA! Besides, this ad holds true to the kind of man Tebow is and I appreciate that almost as much as him being shirtless.

    • charli

      February 5, 2012 at 8:47 am

      You go tebowfan! That is exactly what makes this a great ad. Maybe if guys could see through women’s eyes, they would see that this marketing is HOT. Maybe they will go out and get some JOCKEY underwear and leave just a little rim of imagination at the top of their jeans for the woman in their life eh?

  18. Adam

    February 5, 2012 at 9:51 am

    Now, W.A.S…. seriously? You think that Tebow has any say about how the ad would be done? I’m sure he has his opinion, but I don’t think they will cow to his demands when advertising their product. They would say, “Drop your drawers or we’ll get someone who will.” What I really love is that it was Tebow’s morals that made the ad a “bad” ad. Way to overreact to an ad decision that was probably made prior to involving Tebow.

  19. Betty Chambers

    February 5, 2012 at 10:26 am

    Seriously, the dude looks hot. That chest and biceps….

    And I couldn’t care less about football.

  20. Lori Kohnlein

    February 5, 2012 at 11:07 am

    Please….do you really think people buy things for the look…as if people do not know what underwear look like…….people today follow the celebrities who are advertising the product……are you kidding….If Tebow is wearing them or endorsing them…(A man of truth) then Of course people are going to BUY THEM….Sheesh!!!…This is the best Ad i have ever seen!!
    Finally an AD with couth!! Tastefully done….
    I would recommend these underwear to anyone.

  21. barvaljn

    February 5, 2012 at 11:12 am

    i for one am not surprised he wore pants, i saw some unedited photos of him behind the scenes, and he has such a small saggy little package, and him being a christian, i guess he thought photoshoping the pics falls into the category of deceit and lies….so he wore pants to cover up his shortcomings.

    • Vince

      February 5, 2012 at 11:47 am

      Really? “This” is what you feel important to say? Are you still in junior high?

  22. LindaP

    February 5, 2012 at 11:27 am

    It’s called propriety and, since Tim Tebow is a Christian and tries to follow God’s commandments, I admire him tremendously for having propriety and doing the right thing. There are too few in this world left who do the right thing and the proper thing and try to please God. Let the man alone because, when he stands before Christ Jesus at the judgment, Tim will hear “Well done thy good and faithful servant.”

    • Sportmentary

      February 5, 2012 at 4:18 pm

      I’m not sure if there is a commandment “Thy shall not where underwear:”. Me thinks that people used to wear fig leaves and they weren’t breaking G-d’s commandments or laws.

  23. nick

    February 5, 2012 at 11:29 am

    levi would have been a little better choice.

    • Vince

      February 5, 2012 at 11:52 am

      You might be right about that. However, it’s probably more the choice of the sponsor. The choice that falls in the spokesperson is basically, “yes I’ll do it” or “sorry, I must decline your offer.” Still… jeans may be the next direction. They can even use this same pic. Ha!

  24. jackio

    February 5, 2012 at 11:39 am

    Tim Tebow has a bigger job than being a quarterback. He is to take up his cross and be a messenger- a beacon of light for the news of Jesus Christ and all he stands for. It does not matter if you are angry, disappointed, elated, proud or at peace with what he has done. In all he has done, Tim has gotten you talking about Jesus. Jesus who will one day speak to you about your conversations, thoughts, job and crosses you either carried or left on the side of the road. Jockey-I am picking up my wallet, heading to a store and buying my husband, my son and my 5 nephews your product. I don’t care what your intentions were in choosing Mr. Tebow, but willing or not, you are helping ready the Kingdom. Don’t hate Tim because he is beautiful… because he loves you like a brother. Even you haters, God Bless you all.

  25. Primero

    February 5, 2012 at 12:09 pm

    His throwing motion even sucks in that picture!

  26. John

    February 5, 2012 at 3:24 pm

    Interesting approach.

    A very high percentage of men’s underwear is bought by women–wives or mothers, probably–but I think it is approximately 80%.

    If the purpose of the ad is to be remembered, I think this will be successful. Paged through some old mens wear magazines from the 1930s. Some interesting facts like at certain beaches men could not go topless. They wore what would be called “wifebeaters” today. What happened? The men did what women did with the bikinis–the shirts got smaller and smaller until they were little more than stripes and then disappeared.

    Jockey was the first one to market briefs for men, and they literally stopped traffic when they were displayed on mannikins in the windows of department stores. By the way, they are called Y-fronts in the UK. And they seem to hold up better than most of the imitators and can get away with charging a little more.

    Jockey has recruited athletes before–Palmer from baseball. He even had poster signings which were swarmed by women (wonder how that went over with husbands). Another clever thing about this ad: It tells you Tebow wears Jockey, but not whether they are boxers or briefs–adding a little mystery to those who speculate about such things.

    At some point in time, there was a backlash against Jockey and against briefs. Boxers are the only thing to wear for the younger guys. Boxer briefs have always been around–they just changed the name on the label to boxer-briefs, for those who want to wear boxers and avoid the stigma (life will have no meaning) of being known as someone who wear briefs. Briefs were kindof okay if they were name brands like Calvin Kleins. His became popular by having people like Marky Mark (now Wahlberg) pose on huge billboards to the delight of many of the candid women.

    A guy can get away with wearing boxers in public. I was watching a golf tournament when one of the golfer’s golf balls settled at the edge of a pond. He simply dropped trou , went into the water, and hit the ball. He probably would have been arrested if he tried that in briefs. The camera in the blimp recorded the whole thing.

    This effort will probably become the subject of college marketing courses. I think it will be a success, but the “market” will make the decision.

  27. Lawrence

    February 7, 2012 at 10:49 pm

    Oh my goodness people leave this poor guy alone, he’s only trying to do what every American is trying to do, although he’s making way more than I’ll ever dream of, but he’s still out there working for his money. If he wants to only show his upper body, I’m fine with that, I mean look at him he’s HOT!!!

  28. Lisa

    February 24, 2012 at 8:45 am

    Haha, advertising marketing complaining that cant see tebow’s underwear?? ha. Your just jealous that you cant sell underwear with your jeans on too!!!!! Tebow is awesome. So, shut to the up!!!!

  29. Sally

    February 28, 2012 at 6:56 pm

    Personally I find just a flash of a guys underwear much more alluring. My guy actually tucks his shirt into his boxerbriefs, so they just show a couple of inches above his pants. he looks great!

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