Jacamo outfits get ‘the nod’ in first ad by Motel.

Men’s clothing brand Jacamo has released its first campaign by Motel since parent company N Brown appointed the shop in September last year.

“Get the nod” features a 30-second film illustrating how men can get a nod of approval from their peers when it comes to dressing in outfits from Jacamo.

Set to the tune of Witness the Fitness by Roots Manuva, the film shows three men meeting up for drinks. Along the way, they are given nods of approval from a coffee stall barista, a fruit and veg seller and even a boxer dog.


The work breaks today (6 May) on TV, broadcast video-on-demand and out-of-home, with social and programmatic running across YouTube, Facebook, Instagram as well as owned channels and digital.

The ad was directed by Nick Riley Bentham through Robot TV, and created by Dan Kenny, Neda Shadanlou, Vian Zahid and Juan Carlos Ruiz Perez.

Kenny, Motel creative director, said: "Men... [are] 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.”

He added: “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."

The out-of-home work for the campaign includes digital escalator panels that feature animated images of the characters from the TV ad giving the nod to each other in adjacent ads. The7stars has managed media planning and buying.

Rachel Hawkins, group head of brand marketing at N Brown, said: “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.”

She added: “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.”