The boys are back for Bonds in a series of newly released spots via Clemenger BBDO, Melbourne
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Bonds is giving Australian men’s underwear an overhaul and drawing much needed attention to the hardships that all men’s ‘boys’ have to endure on a daily basis. Bringing back ‘The Boys’, a pair of talking testicles in a new online and TVC campaign, they take a look inside the humorous world of men’s underwear.
Late last year Bonds launched three online videos featuring ‘The Boys’, which started the conversation on men’s choice of underwear through various comical scenes. The Boys’ racked up considerable attention and impressive view counts.
This next wave of PG-classified content shows ‘The Boys’ get blasted with talcum powder, having a shave and going for a cycle.
Says Emily Small, head of marketing, Bonds: “The campaign takes a light hearted, view of what really might go on inside Men’s underpants, it is a reminder to make sure your boys are always comfy.”
Results from Nature Research and Roy Morgan surmises that Australian men’s purchases of new underwear are far and few between, meaning that there are way more worn out and holey undies out there.
Says Rich Williams, creative director at Clemenger BBDO Melbourne: “We’ve put a great deal of faith in a pair of talking testicles to remind Australian men to look after their “boys”.
Acknowledging that men and their ‘boys’ need a break, BONDS are partnering with Uber to treat fans to a very comfy ride! Bonds will be offering $50 off rides to State of Origin Game 1 match on Wednesday 1st June at Sydney’s ANZ Stadium. Fans and customers can jump on the Uber app from 6.30-7.30pm ahead of the game, and a unique code will be set up that can be plugged into the app.
The new campaign features a series of content, which will be released in TV and online over the next few weeks. The Boys’ campaign will also be seen across outdoor and POS.
Check out the boys on twitter @RobandDennis
Client – Pacific Brands Underwear Group
Emily Small – Head of Marketing, Bonds
Mahli Pullen – Senior Brand Manager, Bonds
Jessica Harvey – Brand Manager, Bonds
Agency – Clemenger BBDO Melbourne
Ant Keogh – ECD
Ant Phillips – Creative Director
Richard Williams – Creative Director
Simon Lamplough – Group Managing Director
Kellie Lennon – Business Director
Michael Derepas – Senior Planner
Karolina Bozajkovska – Senior Producer
Sharon Adams – Operations Director
Production Company – Guilty Productions
Tony Rogers – Director
Jason Byrne – Producer
Marin Johnson – DOP
Micheal J Luteman – Editor (c/o The Butchery)
Photographer – Chris Budgeon
8 Comments
Best thing I have ever seen! Knight the entire team NOW!
Nice.
Love ’em
Yep, these are great! Well done guys.
Nothing wrong with a good ball gag and these are great.
See you in the South of France
If they were great they would be funny.
What about the girls boobs ads ..
I would like to say that Bonds – The Boys series of ads which include, the trim, brace for impact and Lycra have to be funniest ads I have ever seen in my whole life. I am crying in laughter watching them and it’s not just me but my work colleagues as well, even my wife was in stitches watching them.