Joker Jeans refers to men’s position

After abstaining from advertising for some time, the traditional brand Joker Jeans starts a major brand campaign for its men’s product range. NEW: The German jeans producer positioned itself as a jeans brand for nonconformist men. The campaign for masculinity is based on widespread clichés about the behavior of the stronger gender. The new claim “Joker – a man, a pair of jeans” underpins the central message “Keep your manhood. Wear Joker!“.

Media: Print / Cinema / YouTube / POS


The print campaign starts with 10 different motives in the high-circulation magazines Spiegel, Focus and Kicker.

Joker proclaims its rules of manhood on the internet too: Four online videos are starting on YouTube,,