We can all agree that this week has been a tumultuous one. Sad to think that as we go about our busy, beautiful days, there are plotters out there whose sole purpose is to destroy. Through the immediacy of this medium, I have watched from the sidelines a current account of the atrocities of the attacks in Mumbai.

One of the resources I followed was the Mumbai Metblog (a metroblog is a city focused blog) and read as much as I could possibly digest. Unfortunately with my marketing mind always conscious, what caught my attention was that on day 1, there was no leaderboard advertising (other than google ads), day 2, another story. I’m curious, does the advertising work off random placement or was it that the guys who handle the media booking for Jockey were just on it, and paid the premium to be on the most current page?

My initial thinking when I saw the ad, was, “gosh this couldn’t be more inappropriate and misplaced, who would click on that?” Users are visiting this space for current information of a tragic topic – should advertising your brand not be mildly more considerate and steer clear of environments where the topic is so sensitive? Other than global peace organisations I can’t really think of appropriate brands to advertise in this context, least of all underwear.

But then, my 2nd thought was “gosh that creative is inviting…” and for the first time in my life….I did a genuine, consumer hat on, click through. Expecting their corporate website to download, imagine my surprise when a video “story” played. Ok, yes it was an ad, but it was a clever – “The Island” meets “Barbie and Ken” ad, with a great message that then ended with the inviting leaderboard image. I was, admittedly even tempted to push the SHOP button. But clicking through was as far as I would go on a 1st date.

Instead, I decided to do some googlework. What were the chances that I could find anything to do with the Jockey Feel Free Campaign? Nothing – I pride myself in being able to source stuff online (it comes from having a former librarian as a mum). Not this time. Not on their website, not on Youtube, not even on Google. Nothing. Here’s a deal for you: I’ll buy a Springleap shirt for the 1st person with the link/details on the creative/strategic agency behind this campaign, to comment on this post. Deal? Deal.

Right, but during my undergarment adventure (well not, my undergarment, but, you know what I mean), what I did find was quite a cool Jockey print campaign that has obviously been canned. On a Canadian based blog, the woman who had posted up the creative, was emailed and asked by the Creative Secretary of Juice, to please remove the ads from her blog. The campaign is called “Stay Put” and for fear of being shut down on day one of blogging, here is a link to the pics, which I ferreted out elsewhere – don’t say I didn’t warn you. Ok, so the content is a bit dated, but fun creative nevertheless – I hope to jockstrap that the campaign was carried out – what FUN!

To wrap this package up, I’m being serious about the t-shirt. I like the Jockey FEEL FREE campaign. It makes me want to wear a brand that I’ve always considered up until now, quite, um, beige. It just looks so comfortable and, free! Bummed that I can’t find more about it, and bummed that it wasn’t on Mumbai Metblog when i went back, but then was quickly jerked back to reality with the latest news, and quickly took stock of all that I have to be grateful for, including the sunny, peaceful weekend that lies ahead.

Namaste.