Bonds launches new campaign specifically for ‘The Boys’ via Clemenger BBDO Melbourne
UPDATED TO INCLUDE PART 2 FILM
Bonds and Clemenger BBDO Melbourne are launching a new campaign called ‘The Boys’ for Bonds’ male undies range via a series of online films.
Unfortunately, the average Aussie male doesn’t think about underwear very often. In marketing terms, it’s a low involvement category. Instead, they happily wear jocks that are old, ill fitting and riddled with holes, only buying a new pair when they absolutely have to.
However, talking about men’s undies isn’t the most natural topic at the pub, so Bonds have decided to make the conversation about something closer to men’s hearts: their balls.
Bonds realises that highlighting the comfort benefits of a seamless stitch, elasticated waistband, 100% cotton, accessible pouch and the perfect fit simply isn’t cutting it. In a psychological masterstroke, they are hitting men in the proverbials to help them realise the impact a poorly fitting pair of undies is having on their crown jewels.
Says Simon Lamplough, group managing director, Clemenger BBDO Melbourne: “Men’s testicles have to put up with a lot in life. Heat, cold and (shudder) impact all affect them. The least men can do is keep The Boys comfy in a nice new pair of Bonds undies.”
Says Tony Rogers, director, Guilty: “The idea was brilliantly simple… a pair of balls and the opportunity to play around with them. The two hilarious comic actors were Tim Mager and Kai Smythe who really are well meaning, talented nuts. An awesome pair of guys in their shiny lycra suits, and a wonderfully creative (handsome) agency overseeing the whole process.
“I think the collaboration has resulted in a spot that talks to both the males and females among us, and all my other friends, in an honest and playful way. I can’t help but chortle every time I watch it.”
Client: Bonds
Head of Marketing: Emily Small
Digital Marketing Manager: Ryan Wilson
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creative Director: Ant Phillips
Creative Director: Richard Williams
Senior Producer: Karolina Bozajkovska
Group Managing Director: Simon Lamplough
Account Director: Grant Oorloff
Planning Director: Michael Derepas
Production: Guilty Content
Director: Tony Rogers
Producer: Jason Byrne
DOP: Marin Johnson
Editor: HM Creative – Richard Hamer
Online: Stafford Wilson, Kitset Grafix/Sam Coates, FINISH
Sound: Flagstaff – Paul Le Couteur
36 Comments
Funny. Good job.
Bloody hilarious. Great work all
Really well done guys.
I like it. Seriously it’s actually quite good.
Are they eggs or a scrot? Mine aren’t hard like that. They do talk though.
If I bothered to hang around to the end I might have picked up the fact it was for Bonds.
But I’d prefer to scratch my balls in all that time, so tuned out.
Was it really necessary to include the last off-screen audio line, or did someone feel the hard-of-thinking wouldn’t get the idea without having balls shoved down their throats?
Funny, definitely. Clever – not so much. But fuck it, who cares, it’s brave and hopefully gets results.
This is great. But why the throw away line gag at the end, it ruined it for me.
Is the client name a gag too?
I think this is great guys, well done. I’m jealous. Don’t sweat the haters, I reckon they’re a bit jealous too. Say Hi to George for me. Jim.
THE CLEMS RECIPIE
One fat guy with a beard
One skinny guy with a beard
Some bloke jokes
Any Logo
spunky effort lads
Bet they’re on sale right now! No wonder PB share price is where it is.
Love it.
spunky effort lads
Well done Ant & Rich. This is amazing.
Love it. Good aussie humour well executed. Adland needs more of this.
Ok, here’s my problem with it. It’s not funny enough. You guys already did the hard part, you sold an idea to a client that involved two talking testicles. Bloody well done. But I didn’t laugh out loud once when I first watched it. You need to make it waaaaay edgier. It’s a web film, the client has approved talking balls, go harder guys. Go nuts.
High entertainment value. Low commercial value.
LOVE IT
Bollocks.
Credit please
https://www.youtube.com/watch?v=mGj1smf-_vc
Fuck this is legit funny.
This is great.
To the people complaining…are you serious? You’d probably be lucky to come up with this idea for some shitty short film competition you have been aspiring to enter but are too scared.
@Cynic – regarding your comment “low commercial value” – what are you basing this on? Keep in mind, it is an online video and the budget likely matches that.
@ Got the sack – Do you think that an online film should have the brand shoved down your throat, with a list of benefits featured at the end? Cool! Maybe you should go work on Special K.
@ Old CD guy – yup.
That was fabulous! Great work, guys 🙂
I love this. The second one is just as brilliant. Well done to all involved. I’m very jealous.
It really bugs me that people hate on work like this. Let’s just take a little step back, shall we? They’ve managed to sell in two guys dressed as testicles delivering some pretty damn witty dialogue and lovely performances. Maybe we should just give credit where it’s due rather than pointing out the minor ways we in our infinite wisdom and perfection think it could have been better, ignoring the fact this will have been scrutinized by numerous nervous clients and countless agency people to arrive at a pretty bloody great result. I’d be ridiculously chuffed with myself if I’d managed to produce anything like this. I think some people have no idea what it takes to produce great work, frankly.
Second verse, same as the first…. but better.
We should take a minute to say well done Bonds.
You bought a ballsy idea.
Let’s hope you’ve got a taste for it and do more risk taking and less of the half-naked girls and boys dancing rhythmically to pop music.
Bonds, for the record, I have nothing against the half-naked models dancing rhythmically to pop music.
Campaign of the year so far. Brilliant.
Total jizzfest. Couple of perfectly formed comedy nuggets right here. Haters can go suck a bag of dicks. Oh and ‘The Cynic?’ 250k Youtube views in a day says you’re wrong.
Great concept – poorly executed. Just because it’s an “online film”n doesn’t make flat spots any less flat.
Also there’s the issue of addressing the brief (no pun intended). There’s no reasonable connection between the film and motivating guys to replace tired underpants with new, Bonds undies.
Unfortunately this is another example of client funded art.
Such a good ad, right up until that last line. “GET IT, THEY’RE BALLS. We don’t trust your intelligence!”
@Tyson Rose
Doesn’t address the brief? Really.
This ad clearly and memorably dramatises one product benefit. Comfort. It associates that single, key benefit with the brand. Bonds. It does this in a way that’s engaging for the target audience, contains insights they will relate to, and doesn’t insult their intelligence. That’s advertising 101.
And ultimately, because it’s advertising, what the target thinks of it matters a lot more than what you think of it. And so far, looks like people are loving it. Sorry.
I’m in no way associated with the spot. I just think it’s petty and actually quite nasty when people criticise good work under the misapprehension they’re authorities.