Jacamo Breaks Down Stereotypes Surrounding Men’s Fashion

Jacamo has partnered with creative agency Motel to launch their new ATL campaign platform ‘Get The Nod’ after a competitive pitch process last year. The 360’ campaign launches on Tuesday May 6th on TV, BVOD and OOH, with Social and Programmatic running across YouTube, Facebook, Instagram as well as owned channels and Digital.

‘Get The Nod’ aims to smash through the stereotypes surrounding men’s fashion. Far from being the slapdash, ill-considered dressers they’re often portrayed to be, Motel’s research found British men are increasingly putting real effort into their style. However few people ever acknowledge it - many can’t even remember the last time they received a compliment on their clothes.

The campaign imagines a world where these stereotypes are broken, with men choosing to give each other the recognition they deserve, raising each other up with subtle but classically male ‘nods’ at the efforts they’ve made to look great. With fashion ads rarely rooted in real human insight, the campaign balances style credibility with a memorable point of view to grab a new space for the brand in culture.

Directed by Nick Riley Bentham and produced by Robot TV, the campaign captures authentic men receiving subtle nods of approval for their style, using bold visuals and dynamic angles to spotlight each fashion moment.

The film uses Roots Manuva’s iconic track ‘Witness the Fitness’ to encapsulate the energy, swagger and recognition that sits behind the ‘Get The Nod’ idea.

The 30 second spot features three friends meeting up for a summer evening drink in a tap bar. All of course styled in Jacamo. Enroute each of the men receive acknowledging looks by the people they pass. Our first man gets the nod from a coffee stall barista, our second from a market fruit and veg seller, and our third man gets the nod from an unlikely source… a boxer dog. Until finally, the three guys converge and the most coveted acknowledgment of all happens, the nod from a best mate.

The OOH visuals bring to life the moments after well dressed guys have just received ‘the nod’ through a series of solo and group shots. The OOH includes digital escalator panels that feature animated images of our guys from the TVC ‘giving the nod’ to each other in adjacent ads.

Rachel Hawkins, group head of brand marketing at N Brown, said, “It’s a really exciting time for Jacamo, as we launch this brand-new creative direction which showcases our elevated menswear offer. We fell in love with ‘The Nod’ at pitch, energised by the opportunity to change behaviour and normalise style recognition for men. Rich in insight, distinctive and disruptive, whilst raising a smile.

Research told us men put a lot more thought into what they wear than they let on, and deep down, they want it to be noticed. So, we’re going to tell him, ‘You look great’ through our new campaign, which has video at its heart, bringing ‘The Nod’ to life in channels and formats that best reach and engage him, and for the first time in several years this will include linear TV.

Our creative achieved the maximum possible effectiveness score amongst our target audience during System 1 creative pre-testing and we can’t wait to see the campaign resonate with customers as we go live this week.”

Motel creative director Dan Kenny said, "Men think just as much about what they are putting on in the morning as anyone else. But there's not a carrot for dressing well. Just stick from your mates if you miss the mark. We're all too reserved for a simple "you look nice today mate." (In fact a piece of me died inside typing that last sentence.) That’s why Jacamo is on this mission to challenge the social taboo around men acknowledging each other’s style—using a gesture we all know but rarely use: THE NOD. The more nods we can put out into the world, the more will come back. And knowing they are out there will get us all dressing better for them. We're hugely proud at Motel of our first campaign with Jacamo as we journey to make male style recognition more commonplace—and we're thankful to everyone who helped bring it to life. One Hope, One Quest."

Motel chief creative officer Lee Tan added, ”Get The Nod instantly felt truthful, big and laser-targeted for Jacamo. It’s an idea that we can all rally around and feel we’re adding something to the conversation about men’s style. And of course, none of this could be achieved without the help of a nodding dog.”