New Bonds campaign attempts to rid guys of pit stains and butt cracks via Clemenger Melbourne
CB Exclusive: Clemenger BBDO Melbourne and Bonds have launched a new campaign, urging guys to ‘Protect yourself from yourself’ with Bonds underwear.
The first execution, for the Bonds Flexits Undertee, shows a young office worker who sabotages his own presentation every time he raises his arms – much to the horror of his audience.
The second ad, for the Bonds Guyfront Trunk, shows a girl interested in a guy walking his dog in the park. That is, until he bends over to pat his dog and his tatty old undies let him down.
Clemenger BBDO Melbourne executive creative director, Ant Keogh says the campaign is designed to both entertain and educate Australian men.
Says Keogh: “Sometimes, without even realising it, guys can be their own worst enemy. The moral of this campaign is to pay attention to your underwear drawer and keep things up to date.”
The campaign consists of 2 x 30 sec TVCs and 2 x 15 sec executions.
Tanya Deans, GM Marketing, Pacific Brands Underwear Group
Emily Small, Marketing Manager, Bonds
Michelle Edgar, Senior Brand Manager, BondsCreative Chairman – James McGrath
Executive Creative Director – Ant Keogh
Art Director – Tim Bishop
Copywriter – Alex Metson
Art Director – Nic Buckingham
Executive Producer – Sonia von Bibra
TV Producer – Pip Heming
Managing Partner – Simon Lamplough
Senior Account Director – Marnie McKenzie
Account Director – Kate Forster
Account Executive – Alex Carroll
Production Company – Curious Films
Director – Mark Gilbert
Executive Producer – Peter Grasse
Producer – Kate Menzies
DOP – Ryley Brown
Off line editor – Tim Parrington at The Butchery
On line editor – Eugene Richards at The Refinery
Audio – Paul Le Couteur and Stevo Williams at Flagstaff Studios
10 Comments
terrible execution. nice idea.
Average idea, Average execution
Too close to the highly awarded Tide talking stain ads for mine. Not as good either.
http://www.youtube.com/watch?v=X2cs8gnb42A
Ish. I’m sure it was great on paper.
great to see that yet again Clemenger bothered to bring in an overseas director only to completely ruin something that on paper was probably quite cool
What are you talking about? These are good.
Mark’s done just fine, don’t drag him into the continual Clems-bashing.
Jealousy is an ugly trait people.
I’m seeing the tide talking stain strategy here too. Pretty obvious.
The bum crack one is gold laughed my head off 10 times.
Bum crack is sensational but pit stains falls kinda flat.
So they brought in an overseas director? Not sure why you’d do that.
I guess that’s Bonds for you though. Overpriced crap now made in China, putting hard working Australians out of a job.
BTW, they’re nothing like the talking stain rubbish from Tide.
Pit stain bloke looks like mark winter bottoms brother