The JBS "No naked man" campaign from 2006 positions the brand as a provider of men’s underwear that stands apart through a distinctive blend of humor and unconventional presentation. By avoiding the typical portrayal of men simply undressing or posing, the campaign challenges prevailing norms in underwear advertising. Instead, it employs playful scenarios—such as men dressed as rugby players, nurses, maids, secretaries, and more—to subtly suggest that men prefer not to be confronted with other men half-naked, aligning with the tagline's ironic stance. This approach communicates value beyond product features, emphasizing JBS as a brand attuned to male sensibilities and cultural nuances around masculinity and modesty.
Strategically, the campaign leverages insight into male discomfort or aversion to voyeuristic displays of other men’s bodies, a territory often overlooked in fashion advertising. By portraying men in diverse, costume-driven roles rather than exposing the typical male form, it captures attention through surprise and humor while sidestepping cliché eroticism. The audience targeting reflects an understanding of male consumers who appreciate understated messaging and clever storytelling over explicit visuals. The creative angle also taps into cultural attitudes toward masculinity prevalent in Denmark and similar markets, making the content both relatable and memorable. The use of film media and accompanying press ads reinforces this multi-layered approach, engaging viewers across channels with consistent thematic execution. Overall, the campaign’s value lies in its capacity to differentiate JBS underwear through psychological insight and inventive representation rather than conventional display, fostering brand recognition built on cultural relevance and wit.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign fits FORMAT#3 because the core concept plays on the insight that men do not want to look at half-naked men in underwear ads. Instead of showing male models wearing the product (a common practice in underwear marketing), the campaign uses various scenarios (nurse, maid, nun, secretary, rugby, shave, sofa) featuring women wearing men’s underwear—symbolizing the problem (men's discomfort at typical imagery) through an exaggerated and indirect visual analogy. The execution highlights a symbolic, not literal, representation of the core tension in the category, making the creative solution memorable and distinct. The metadata and campaign framing confirm this device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Björn Borg – Positioned as a premium Scandinavian underwear and sportswear brand, Björn Borg leverages bold, colorful designs and celebrity endorsements to appeal to fashion-conscious, active men seeking both style and comfort in their apparel.
2. Jockey – A global leader in underwear with a strong emphasis on comfort, quality, and functionality, Jockey balances classic designs with innovation, targeting a broad demographic that values reliability and everyday wearability.
3. Calvin Klein Underwear – Known for its iconic minimalist aesthetic and provocative advertising, Calvin Klein commands a luxury market position by combining modern fashion trends with high-quality fabrics and strong brand heritage.
4. Hanro – This Swiss brand differentiates itself through its commitment to premium craftsmanship, using natural fibers and understated elegance to attract consumers seeking timeless, luxurious underwear.
5. Sloggi – Positioned as a value-driven brand under the Triumph International umbrella, Sloggi focuses on comfort and affordability, using soft fabrics and practical designs to target everyday consumers looking for reliable basics.
Q: What is No naked man about?
A: No naked man is a professional campaign created for JBS by the Danish agency &Co, launched in Denmark in 2006 and aimed at the fashion and apparel market. The central creative idea addresses the insight that men are often uncomfortable with traditional underwear ads featuring half-naked male models. Instead, the campaign uses a series of film and press advertisements that depict various scenarios—such as rugby, shave, sofa, nurse, maid, nun, and secretary—where women are shown wearing men’s underwear. This approach leverages humor and irony to engage male consumers while positioning JBS as a brand attuned to its audience’s sensibilities.
Q: What creative device does No naked man use?
A: No naked man employs FORMAT#3 SYMBOLIZE THE PROBLEM, as defined by Clapboard’s 12-format classification system. Rather than showing the literal issue—men’s discomfort with seeing other men in underwear ads—the campaign uses symbolic and exaggerated visual analogies. Women are depicted in traditionally male underwear across various themed scenarios, representing the problem indirectly and humorously. This creative device makes the campaign’s core tension both memorable and distinct, setting it apart from conventional category executions and reinforcing the brand’s understanding of its audience.
Q: What is the campaign proposition for No naked man?
A: The campaign proposition for No naked man positions JBS as a men’s underwear brand that stands out through humor and unconventional storytelling. By avoiding the typical portrayal of men undressing or posing, JBS challenges prevailing advertising norms and instead uses playful, costume-driven scenarios to reflect male discomfort with voyeuristic displays. This strategy targets men who appreciate understated messaging and clever creative solutions, emphasizing that JBS understands cultural attitudes toward masculinity and modesty. The campaign’s approach communicates value beyond product features, reinforcing JBS’s relevance and appeal within the competitive fashion market.
Q: How does No naked man rank in Clapboard's archive?
A: No naked man holds a Clapboard Campaign Score of 71/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in JBS's category?
A: In the men’s underwear market, JBS competes with brands such as Björn Borg, which appeals to fashion-forward, active men through bold designs and celebrity associations; Jockey, known for its focus on comfort, quality, and broad demographic appeal; Calvin Klein Underwear, which commands a luxury position with minimalist aesthetics and provocative campaigns; Hanro, offering premium craftsmanship and understated elegance for consumers seeking timeless luxury; and Sloggi, which targets everyday consumers with affordable, comfortable basics under the Triumph International umbrella.
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