Jacamo, N Brown’s flagship menswear brand, is making a major return to linear television for the first time in five years as part of its Spring/Summer 2025 campaign. The initiative features what the company describes as “a fresh new creative direction with significant investment,” aimed at spotlighting Jacamo’s evolving fashion identity and premium product offering.
Operating under the banner ‘Get The Nod’, the campaign marks a distinct shift in Jacamo’s creative platform. This move follows the appointment of Motel as N Brown’s new creative agency last September. With this collaboration, the brand aims to build deeper emotional connections with its customers by emphasizing the role of style recognition among men.
The campaign is designed to challenge the cultural norm that men seldom receive compliments for their fashion choices. Instead, it highlights the powerful impact of a simple yet affirming gesture — “The Nod” — as a form of acknowledging another man’s style. N Brown positions this as a meaningful way to promote emotional affirmation through fashion, encouraging men to support and recognize each other more openly.
This integrated campaign supports the ongoing enhancement of Jacamo’s own-designed product line, which focuses on inclusive and trend-led fashion for all men. A key component of this evolution is the introduction of Folio, a new premium own-label brand under Jacamo. Folio is crafted with high-quality fabrics and features modern, clean silhouettes designed for full outfit coordination. It promotes an accessible approach to elevated everyday dressing, with matching sets and pieces aimed at simplifying stylish wardrobes.
Rachel Hawkins, Group Head of Brand Marketing at N Brown Group, shared her enthusiasm for the launch across multiple platforms including linear TV, social media, digital, out-of-home advertising, and video-on-demand. “We fell in love with ‘The Nod’ at pitch,” she said. “It energised us with the opportunity to change behavior and normalize style recognition for men. The concept is rich in insight, distinctive, and disruptive — all while raising a smile.”
Hawkins also cited internal research indicating that men care significantly more about their appearance than they often admit. “Deep down, they want it to be noticed,” she said. “So we’re going to tell him, ‘You look great!’ through our new campaign.” The creative execution centers around video content and will be deployed through the channels and formats most likely to connect with their core demographic.
She added that the campaign achieved the “maximum possible effectiveness score” during System1’s creative pre-testing with the target audience. “We can’t wait to see the campaign resonate with customers as we go live this week,” Hawkins concluded.
Related Topics
- 2025 Met Gala Celebrates 250 Years of Black Men’s Fashion and Cultural Resistance
- How Men Over 70 Are Reinventing the White Shirt in Spring 2025
- Bold Printed Shirts Dominate Men’s Fashion with Celebrity Endorsements and High-End Designs
