Bonds launches the third video in ‘The Boys’ campaign via Clemenger BBDO, Melbourne

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Screen Shot 2015-11-12 at 7.25.07 am.jpgBonds and Clemenger BBDO Melbourne are today launching the third video in ‘The Boys’ campaign for Bonds’ male undies range.

‘Cycle’ follows on from the first two videos, ‘Impact’ and ‘Swim’.

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.”

The has been released online and will run across paid and owned social and digital channels.

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