Agency: Clemenger BBDO Melbourne
Name of campaign: The Boys
Campaign scope: Online
Background from the agency:
Bonds and Clemenger BBDO Melbourne are launching a new campaign called ‘The Boys’ for Bonds’ male undies range via a series of online films.
Unfortunately, the average Aussie male doesn’t think about underwear very often. In marketing terms, it’s a low-involvement category. Instead, guys happily wear jocks that are old, ill fitting and riddled with holes, only buying a new pair when they absolutely have to.
Another insight from the brand is that talking about men’s undies isn’t the most natural topic at the pub, so Bonds has decided to make the conversation about something closer to men’s hearts: their balls.
Bonds realises that highlighting the comfort benefits of a seamless stitch, elasticated waistband, 100 per cent cotton, accessible pouch and the perfect fit simply isn't cutting it. In a psychological masterstroke, they are hitting men in the proverbials to help them realise the impact a poorly fitting pair of undies is having on their crown jewels.
The first film, ‘The Boys – Part 1’ [above] will be released online and will run across paid and owned social and digital channels, with subsequent instalments being released over coming weeks.
Press release quote:
Simon Lamplough, managing director at Clemenger BBDO Melbourne Group:
Men’s testicles have to put up with a lot in life. Heat, cold and (shudder) impact all affect them. The least men can do is keep The Boys comfy in a nice new pair of Bonds undies.
Campaign Asia Pacific’s comments: We love everything about this ad—and the Swiss egg chairs.
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creative Director: Ant Phillips
Creative Director: Richard Williams
Senior Producer: Karolina Bozajkovska
Group Managing Director: Simon Lamplough
Account Director: Grant Oorloff
Planning Director: Michael Derepas
Production: Guilty Content
Director: Tony Rogers
Producer: Jason Byrne
DOP: Marin Johnson
Editor: HM Creative - Richard Hamer
Online: Stafford Wilson, Kitset Grafix/Sam Coates, FINISH
Sound: Flagstaff - Paul Le Couteur