New Bonds campaign attempts to rid guys of pit stains and butt cracks via Clemenger Melbourne

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PS2.jpgCB 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.

BC3.jpgThe 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