Bonds wants everyone to ‘Think of Fathers’ in new campaign via Clemenger BBDO Melbourne
Bonds has launched a new campaign for Father’s Day. This Father’s Day Bonds is asking Australia to recognise that it’s not just mums who have to make sacrifices when it comes to having kids, but that dads endure a lot too.
Swollen ankles, stretch marks, and cravings can be hard…. for men; dads’ bodies never recover from the impact of having children. A pre-baby body becomes a distant memory once kids arrive and guys are consigned to sporting a ‘Dad-bod’ for ever more.
But this Fathers Day, dads everywhere can feel more comfortable with their ‘Dad-bods’ in a comfy pair of Bonds undies. Elasticated waistbands, a comfortable fit will allow dads to relax, go with the flow and be at peace with their man boobs.
Says Emily Small, head of marketing at Bonds: “Fathers Day is one day in the year to truly recognise the dads in our lives. They aren’t perfect but they do a great job and we think they deserve a little moment in the spotlight as well as an upgrade of their undies drawer.”
In the lead up to Fathers Day, Bonds is launching an online film that highlights the plight of dads. The film will be complemented by a social campaign and in-store point of sale encouraging everyone to ‘Think of Fathers’ and buy their dad’s some comfy undies.
Says Ant Phillips, creative director at Clemenger BBDO Melbourne: “As a father myself I can sympathise with the stresses that kids place on a mans body. It’s not easy. I’ve always had cravings, but the pregnancy and birth just legitimised them for me. There’s no going back now and I’m proud that I’ve been able to work with Bonds to celebrate all the real dads out there”
Client: Bonds
Head of Marketing: Emily Small
Senior Brand Manager: Mahli Pullen
Assistant Brand Manager: Kedda Ghazarian
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Chief Creative Officer: Ant Keogh
Creative Director: Ant Phillips & Richard Williams
Group Managing Director: Simon Lamplough
Account Director: Grant Oorloff
Senior Producer: Lisa Moro
Operations Director -Sharon Adams
Production Company: Guilty
Director – Tony Rogers
Producer: Jason Byrne
DOP: Marin Johnson
Editor: Sam Coates
Photographer: Chris Budgeon
28 Comments
Bravo
That’s awesome. Nice one Rich and Ant
I imagine she’ll be pissed off that Bonds is maliciously mocking women and the struggles of childbirth. Such sexists.
Someone call Mumbrella, they’ll be suitably outraged too I’m sure.
I love this.
Hearty round of applause for all involved. Idea through to execution all work great.
Gave me the creeps, as a dad, I don’t identify with this at all and I don’t think my kids will understand what the fuck it’s about. Does thatmatter?
Completely different idea and everything buy made me think of these, which are also excellent –
http://www.adweek.com/adfreak/men-cherish-their-beer-belly-babies-these-stupidly-funny-german-ads-172344
But kind of feels like an old beer ad concept that got pulled out of the bottom drawer, given the sniff test and reused.
Not sure how much this’ll resonate with women (who, let’s face it, are going to be purchasing said Father’s Day undies.)
Not taking anything away from the production which is excellent but I’m the one who buys my husband his Father’s Day present and I don’t really like anyone making light of the way I feel about my post baby body other than maybe me.
…nah. This one is a miss.
….The only thing missing is your taste. This is a winner
I look back at photos of me with my first born and wonder who the hell is that young, fit guy with no wrinkles or bags under his eyes. The insight is spot on and my wife who vaguely remembers said young, fit guy laughed out loud as she gave me one of ‘those looks’. I say this as a competing industry professional who is jealous of the work. It’s always easy to throw shite but I think Clems and Bonds have done a great job!
See ya bonds. Thats a no from me. How incredibly insulting.
I wanted to like it but it didn’t even raise a smile. And support groups? So, so done. Sorry. Feel like the bar is set very low nowadays if people think this is good.
king in altogether…
Piss off dickhead
The councilling circle thing has been done to death. Some funny beats in there but this feels very tired.
On top of all the unrealistic and exhausting expectations already heaped on women, we now need to put overweight men in their undies and mock new mothers and their bodies?
wow..how shameful it is to be a young male in this industry
Australians, you really need to take a hard look at yourselves. The world once looked up to your smart irreverence, but you’re becoming more softer and more predictable by the day.
This campaign is fantastic, and a far cry from the plethora of politically correct vanilla that’s out there.
this is horribly sexist.
funny and well done of course but fark. did you even think about the target market? can see most creatives naively pushing this through but it surprises me that James thought this was ok.
Shame.
Isn’t the target market anyone with a dad? I guess the bullseye target might be women with younger kids buying for their hubby but really this campaign is targeting the masses.
Both men and women that I’ve watched it with find it bloody funny. It’s not sexist at all.
Lighten up people.
‘Outsider’….Spoken like a true blue male…well done mate…all that ‘PC vanilla’ where women are treated equally is so boring…cut through! cut through!
But it’s not very funny, or new, or different though.
Really, it’s not.
It’s a bit yawn.
I know, why don’t we bring back the usual Bonds dancing girls, or some hot dancing dads in this case. They can dance and they can be hot and we can all feel safe. Would that make everyone feel better?
Stop being dicks and hating on work that is better than yours.
These are great! A dusted off idea or not, an ageless human truth & insight will always win in the end.
@nice one said: How do you suppose it doesn’t treat women equally?
Just not funny, plain and simple.
I’ll tell you what’s not funny.
All the boro whiners posting here.
This ad, on the other hand, is funny.
It’s nice.
I like it.
Tell me some of these comments are are joke. Please. Please tell me that no person who is a mother feels offended by this and tell me that they can take it with a smile.
And the twitter I saw? “Mothers don’t gather in their underwear talking about their after birth bodies…”. Ahahahahahahahahahahahahah! You don’t say. We really don’t? I thought we did every Sunday morning.
It’s an ad. It’s funny. Hilarious, actually. I hope I’ll see it on TV and not only around Father’s day.
Do we mothers really have so little to do that we think everyone is out to get us? That everyone is trying to make fun of us?
I bet that, if it had been mothers making fun of fathers, no woman would have felt offended. No woman would have twitted any comment about sexism.
Shall we re-discuss “Sexism”?