Bonds launches the third video in ‘The Boys’ campaign via Clemenger BBDO, Melbourne
Bonds 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
5 Comments
Fun.
It’s a shame about the lack of media so no-one has seen them.
But fun.
@Invisible
A large number of Aussie men have seen them.
Over 2 million views and counting on Facebook plus half a million views on YouTube.
Just because it hasn’t been on TV doesn’t make it invisible. Welcome to 2015
In (another) year devoid of any Austalian advertising to be proud of, this content series is one of a few beacons of hope in a sea of technology-based shite.
Bonds, who’d of thunk it?
@stats
Where do you get that 2 million figure from?
@Invisible I get it from Facebook analytics.