Ad Nut
Jul 23, 2018

Bonds creates a cheeky chick flick

Underwear brand launches new product line for women with a quest into 'bush land'. And some nut cracking.

Given that it has a lovely woodland setting, shows attractive creatures reclining in trees and includes a reference to nut cracking, Ad Nut was bound to like this new campaign for undie brand Bonds, by Leo Burnett Melbourne.

Factor in that it skewers traditional gender boundaries (unlike another campaign Ad Nut wrote about today) and that it shows one woman who's unabashedly furry, and heck, Ad Nut is ready to scurry off in search of the 'Queendom' the video depicts.

Upon reflection, it's clear that this ad was made specifically to appeal to Ad Nut (there's only one way it could be better). While it's gratifying that Ad Nut has become so influential, rest assured that objectivity remains intact. 

With that in mind, here are some facts: The campaign, which went live today, marks the first women’s-only release in the Bonds Originals product line. The film was shot by fashion director Gracie Otto and features music by New Zealand artist JessB. The blade-wielding woman hacking her way through the 'bush land' is played by indigenous model Zhoe Trotter. The hunstman spider is named Thelma and is reportedly "quite friendly"—although Ad Nut wouldn't go near it for all the acorns in the world. The campaign includes short-form content and interviews, plus a fundraising event benefitting the REACH Foundation, which provides "life-changing workshops" for young girls.


Head of Marketing: Emily Small
Brand Manager: Kedda Ghazarian
Marketing Manager: Kelly McBride
Marketing Manager: Michelle Taylor
Assistant Brand Manager: Taylah Johnson

Leo Burnett Melbourne
CCO: Jason Williams
Director of Integrated Strategy: Ilona Janashvili
Creative Director: Daniel Pizzato
Art Director: Lucy Logan
Copywriter: Holly Burgess
Senior Agency Producer: Eliza Malone
Content Producer: Lucy Appleyard
Print Producer: Kirstie Gadsden
Motion Designer: John Angless
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: Ella Murphy
Hair & Makeup: Alan White & Gillian Campbell

Offline editor: Rohan Zerna - The Butchery
Colourist: CJ Dobson - The Refinery
Online artist: Chris Betteridge - The Refinery
Post Producer: Freya Maddock
Sound: Sam Hopgood - Bang Bang Studios
Music: Level Two, Electric Dreams
Track: Day Ones - JessB

Photography Production: M.A.P.
Photographer: Nicole Bentley
Producer: Adam Watson

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also see Ad Nut's video debut, check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.



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