Bonds launches new TV campaign with Puberty Blues star via Clemenger BBDO Melbourne
This Sunday, Clemenger BBDO Melbourne and Bonds will release a new campaign for the ‘Collectibles’ range.
The campaign features Puberty Blues star Isabelle Cornish and was directed by Patrick Hughes, who is now in the US directing The Expendables 3 with Sylvester Stallone.
Collectibles is a range of affordable mix’n’match underwear, aimed at young budget conscious and fashion savvy girls. The campaign is the first in a long-term strategy to restore the love Australians have for the iconic brand, using a playful, energetic tone that is the essence of Bonds.
The soundtrack is called ‘Green Garden’ and is by an emerging UK artist called Laura Mvula. The track will be released in Australia to coincide with the Collectibles campaign launch.
The national TV campaign will be accompanied by digital, outdoor and in-store executions.
17 Comments
Heavens.
When Clems isnt parodying other ads and tv shows as ideas , their work is kinda crap.
Polished. But crap.
Brought a smile to my face. Beautiful campaign.
Cheeky boys. Very cheeky.
yawn.
Cute spot. Great music.
Come on Clems, lift!
Haven’t seen anything decent since beer chase over a year ago, what’s going on??
Just a very pale copy of the former BONDS work.
They were much better a few years ago, seem to have lost there freshness.
Time for something new Clems.
Pure viewing pleasure!
we open on a girl skipping
her knickers change colour with each skip
we close on her bum
thank god for Patrick’s input coz there ain’t much else to this one.
They could have made her look a bit better, but the music saves the zero idea.
The product looks great. You don’t stop watching. It’s likeable. She’s an up and comer which adds a light optimism to the whole deal. Track is actually the most predictable part of it. It’s a good spot that will work.
Dying to know the location of where the clip was made
I don’t know if anyone agrees but I feel that the girl in the add looks a little to young to be jumping around in her underwear on TV, unfortunately with the amount of sickos out there giving them young girls to perv at is not something that should happen
I personally as a mother of 3 felt uncomfortable watching her, its unfortunate that this is the way the world has become but we need to protect our young people
Um, it’s an ad for underwear….
That’s right! Bonds make underwear so of course there will be a beautiful human featured…
I love the ad. Makes me want to go out and skip!!
the music is fun and upbeat. the girl in her underpants and the camera panning her breasts and bottom doesn’t sit quite that comfortably. the location is nice but still something not quite right about it
loved it 🙂
Amanda, I agree. It’s pervy. Very disappointing that bonds is getting in on the whole sexualising underage looking girls to sell their product shenanigans. I will be boycotting from now.