Bonds makes a fashion statement in newly launched campaign via Leo Burnett Melbourne
Bonds has pushed further into the fashion space in its latest campaign via Leo Burnett Melbourne. It marks the launch of the new Bonds Originals underwear range.
For the Originals range, the brand has leveraged its heritage to create an iconic platform and carve a refreshed purpose for the brand moving forward.
Says Michelle Taylor, marketing manager, Bonds: “The products are modern, Aussie designed essentials, and with the name Originals, this launch felt like the perfect time to bring back our original tagline, Gotta be Bonds, and breathe some new life into it.”
The campaign pays homage to the all-too-familiar summer days when it’s so hot you’ve just got to lounge around in your undies.
Says Jason Williams, CCO, Leo Burnett: “We wanted to take Bonds somewhere completely different to where they’ve been playing, while anchoring them in their roots as an iconic Australian brand. Fashion with a bit of Aussie tongue in cheek. Fashion that doesn’t take itself too seriously.”
To do this, it took an Australian fashion director, photographer and a propeller plane full of crew to arguably the hottest place in the world – the middle of the outback. A remote location where the mercury gets so high, most of the residents have to live underground.
Directed by Gracie Otto, the film tells of a small desert town where it’s too hot for anyone to wear clothes, or do much at all. It was filmed in iconic Coober Pedy, where the only things more incredible than the landscape are the locals – who also happen to make an appearance throughout the spot in their Bonds.
The ads will appear across TV, outdoor, social and online from this week.
Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Michelle Taylor
Brand Manager: Kedda Ghazarian
Assistant Brand Manager: Taylah Johnson
Agency: Leo Burnett Melbourne
CCO: Jason Williams
Head of Copy: Sarah McGregor
Art Director: Lucy Logan
Copywriter: Holly Burgess
Senior Agency Producer: Eliza Malone
Print Producer: Kirstie Gadsden
Group Business Director: Amanda Nicoll
Account Director: Chloe Erftemeyer
Film Production: Playtime
Director: Gracie Otto
DOP: Stefan Duscio
Executive Producer: Oliver Lawrance
Producer: Tom Slater
Stylist: Karla Clarke
Hair & Makeup: Koh & Victoria Baron
Post Production: Alt.VFX
Editor: Simon Njoo
Edit House: ARC EDIT
Edit Assistant: Damien Magee
Editorial Producer: Olivia Carolan
Colourist: Edel Rafferty
Sound: Sam Hopgood – Bang Bang Studios
Music: Karl – Level Two
Track: Jazz Party – Rock n’ Roll Graveyard
Photography Production: M.A.P.
Photographer: Nicole Bentley
Producer: Adam Watson
33 Comments
If it was well directed.
Lucy and Holly, whoever you are, take a bow. Excellent work.
this sweaty & awesome, love it.
Yep, badly directed skinny girls walking around the desert, move along, nothing to see here.
I think it’s very cool.
Why is it badly directed? Educate me – I’m genuinely interested to know.
Damn. This good.
#whatwouldkennyhilldo?
this film delivers pure entertainment & brilliant visuals,
the director has done an awesome job,
its a fashion ad so of course it has models in it…
I love this, it’s sexy and has humour. Beautifully crafted a joy to watch. Well done feels like Bonds is growing up a bit.
We open on girls bum.
She puts petrol in her car.
We see more bums.
We close on her bum.
Polished. But crap.
Serving outback realness. V edgy for Bonds. Like it.
I love it! Well done. And the publicity from the complaints from people who wear house brand undies will double the reach via social/PR.
Great job folks. A pat on the back to all involved. Sweet bit of craft.
Poorly directed? This industry has lost the plot.
Well done, Holly & Lucy.
It’s really well done.
homage to the 80’s sexist advertising…lucky it was directed by a female.
Bloody fantastic.
A mixture of classic, modern, horror film and humour.
Absolutely incredible. Visuals are breathtaking. I think this is Bonds return to an iconic brand. Absolute killer job Lucy and Holly @ Leos.
None of the negative feedback thus far has made any sense. You may as well say “I don’t like this because I don’t want to like this.”
Holly and Lucy well done. Good insight, well executed and fun.
Dear Leo’s,
If all your faux comments are helping you convince yourselves you’ve done good work, then good luck to you.
Unfortunately the reality is this is beautfiul looking drivel.
Love, Everyone Else
Basically the best thing you could hope for is beautiful looking drivel in adverting. It is just selling underwear.
@Astroturfing 100% the truth, really sad Leo’s.
Two cents from an experienced but untalented agency chap.
1. This is not a film. Films usually have a story, are about 1.5 hours long and directed by people with names like Bigelow, Scorsese and Nolan.
2. The performances are awkward. Not fierce, sexy, surprising or exciting. What you have here is models who look hot and bothered walking/posing in slow motion.
3. The models are too skinny. I’m not sure where you’ve been for the last five years but theres been a revolution in advertising when it comes to healthy body shapes. People love real bodies. Look it up.
4. The one and only interesting thing about this is the locals and you totally missed the opportunity. I know you’re probably too frightened to show any real bodies but it would have been a lot more interesting to see the models interact with the locals rather than just sitting like wax figures.
Yawn emoji… what an opportunity wasted
Killer!
…is there an edit where the (normal/real-looking) locals get a bit more airtime? I’d love to see it!
If you consider the target market old 16-20-year-old girls this ad is so on the money it’s not even funny.
To those who hate it you are just embarrassing yourselves with your paucity of real experience.
Go back to fighting with account service.
I like the dirt mower. But this ain’t no boobs idea.
It’s hot, but is it on brand?
Feels pretty short of the relateable, ‘very comfy undies’ bullseye they’ve been smashing out of the park for years.
The concept of a place where it’s too hot to wear anything other than your undies is relatable, interesting, and a good way in.
But I’m completely baffled by the ultra-chic androids they’ve used to rep the gear.
Is it meant to be aspirational? Is it a dystopic reposition? Who are these Replicants?
Had the potential to be impactful, but instead it’s an off-brand piece in need of a Blade Runner.
Clearly none of you have seen Mad Max.
Way better than old Bonds ads. Bonds have been boring for a very long time.
Just over 100 likes and a bunch of complaints on the Bonds Facebook. The people have spoken. It’s a flop.
Love the car !
Sexist, exploitative pedophile bait. Production and direction are moot points.