Jacamo stunt sees Joe Marler dish out compliments to men on UK streets.

Men’s clothing brand Jacamo has taken to the streets to get men feeling good about their style with “The nod crew”. 

The concept follows the brand’s “Get the nod” campaign, which featured men getting the nod of approval from their peers on their outfits.

Brand ambassador Joe Marler took part in a stunt, devised by Motel, with a crew of builders to bring “The nod” to life.

“The nod crew” took their positions on scaffolding near Richmond station last week. As men passed by, the crew offered style-led compliments and shout-outs. 

It follows research commissioned by Jacamo that found 70% of British men believe they should compliment each other more, while 71% agree that traditional ideas around masculinity still makes it harder for men to openly acknowledge one another. 

The study also found that 70% of men say receiving a compliment on their style, such as “The nod”, would make them feel more confident.

“The nod crew” activation was shot and produced by global content marketing agency Oh Six and directed by Ricky Mason.

Accompanying the public interactions is social content, fashion stills and creator-led interviews across Jacamo’s organic and paid channels.

Esme Stone, group head of brand marketing at N Brown Group, said: “Joe Marler is a brilliant embodiment of changing attitudes towards modern masculinity, and the ideal person to front this campaign. 

“With ‘The nod crew’ idea, we wanted to show how a small gesture of recognition can have a real impact, encouraging men to celebrate each other’s style with confidence, humour and ease. 

“Joe’s warmth and charisma helped us create content that is entertaining, culturally relevant and rooted in a positive message.”

The second phase of the 360 campaign, featuring Joe Marler, runs until the end of June across TV, broadcast video on demand, out of home, social and digital.

Lee Tan, chief creative officer at Motel, added: “Our ambition for ‘Get the nod’ has always been to create behaviour change in men. 

“Traditional communications will always have a role to play. But with ‘The nod crew’ and its social-first approach, we aim to set our stall out in culture, get people sharing and spark honest conversations among men. As Joe says himself, we’ve got a job to do.”