Bonds promotes very, very comfy undies range with new campaign launching tonight via Banjo
CB Exclusive – Tonight, Banjo launches its latest campaign for BONDS, promoting a new range of very, very comfy undies, the FLEXITS, starring long time BONDS ambassador, Pat Rafter.
The new commercial plays on Pat’s real-life persona of being an uncomfortable underwear model. “Nobody wants to see a 40 year old dad in their undies on TV”, explains Rafter.
BONDS and Banjo leveraged a genuine situation and wrote a category-breaking spot that will engage the blokes of Australia through its honesty, humour and pure cheekiness. A script that finally convinced Pat to break his contract and do a last hoorah in his underwear.
In this commercial we see life imitating art, imitating life, as his agent goes to any length to persuade Pat to strip down one final time.
Client: Bonds
Agency: Banjo
Executive Creative Director: Georgia Arnott
Group Creative Head: Dean Hamilton
Senior Art Director: Seamus Higgins
Agency Producer: Meredyth Judd
Account Director: Lucy Smith
Account Executive: Ashleigh Beddoes
Senior Planner: Peta Morton
Production Company: Finch
Director: Nick Ball
Executive Producer: Karen Bryson
Post-Production: Method Studios
Pacific Brands Underwear Group, GM of Marketing: Tanya Deans
BONDS Marketing Manager: Zoe Hayes
BONDS Brand Manager: Michelle Edgar
15 Comments
Who knew?
Pat can act! Good direction balltrain.
Funny shit.
sorry but dull.
Safe = boring.
Why fake it all? could’ve got plenty of crew to do it for actors rates and would have been far more engaging. What happened to all the brave clients? in the morgue with the ballsy suits and creatives over 17 i guess.
Ah missed opportunities
this may just backfire massively on a brand that has worked so hard to get off the cheap and nasty shelf and become a comparatively cool brand. The director did his job ok, but conceptually a potential disaster.
NOT GOOD
Banjo can’t do humour – they just can’t
Good idea on paper, awful in reality.
Wooden performance makes this cringe worthy to watch.
Worst of all though the product looks revolting on all thouse chubby, hairy arses. We want to see Pat in his jocks, not a load of overweight, pasty men.
Funny! Saw this yesterday and it made me laugh. Different to the usual glossy dancing girls and plucked models. Good work.
Best Bonds for ages. Funny.
Something different from bonds finally. Enough of girls dancing around in underwear. This bonds ad actually has an idea!! Well done!
sorry you cant spin this back to good. its just not engaging.
Bring back the dancing T&A
It has an idea and it made me laugh. Good one
Congrats Banjo on getting an idea into a Bonds ad
I pissed my pants.
It’s not often you see sports people give genuine and real performances that dont make you cringe without them coming across as total wooden nuffnuffs. well done ballsack. killing it.
Nice seeing some “real” ads on TV. Love it, well done.
Nick, I would of thought you’d do a bit of a cameo.