Bonds tells some ‘Uncomfytales’ in newly launched campaign via Leo Burnett Melbourne

Bonds has launched its latest campaign introducing Comfytails, a new range of underwear aimed squarely at Aussie women in their forties. The campaign, created by Leo Burnett Melbourne, celebrates women via a series of TVCs that tell the ‘Uncomfytales’ – flashbacks

to the nineties when these women were in their twenties, making underwear mistakes of epic proportions.

The campaign aims at women blessed with the wisdom to know that it’s better to be comfy than to persist with some of the trends that characterised their underwear youth. They’re not only waving goodbye to the polyester thong, they’re fully embracing a new era of being comfortable as well as being fashionable.

VIEW THE G-STRING SPOT

VIEW THE GIRL WITH THE PEARL EARRING SPOT

Hailed as the underwear to wear for when you’ve outgrown uncomfortable, Bonds Comfytails features a range of can’t-live-without staple undies. A palette of basic colours, stylised florals and textured prints, they are made from super comfy and breathable cotton, and include a seamfree range.

Says Emily Small, head of marketing, Bonds: “These tales will resonate with women who are looking for underwear that feels as good as it looks.”

Says Sarah McGregor, head of copy, Leo Burnett Melbourne: “Everyone has a tale of underwear woe -and they’re nearly always painfully funny.”

The TV spots are supported by magazine and online content.

Client: Bonds

Sound: Soundloung