Adrian Peter Tse
Oct 7, 2015

Bonds launches campaign specifically for 'The Boys'

AUSTRALIA - This is a sneak peek at life inside men’s undies.

Client: Bonds

Agency: Clemenger BBDO Melbourne

Market: Australia

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.

CREDITS

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 

 

Related Articles

Just Published

6 hours ago

Performance marketing, is it really effective?

Following Airbnb's move to shift spend out of performance, five performance-marketing experts from across Asia-Pacific discuss where the brand may have gone wrong and argue the value of balancing performance with brand.

7 hours ago

DDB's hard-driving culture delivers wins, but at ...

AGENCY REPORT CARD: A dogged pursuit of pitches pays off in terms of new business, but our concerns about a lack of innovation and the network’s employee churn remain.

7 hours ago

Let’s call time on the masculinity of beer

It's no wonder many women don't feel beer is a drink for them when much of the sector's most famous advertising—including for AB InBev's brands—has been so geared towards men.

7 hours ago

Standard Chartered to use Dentsu Curate to drive ...

This win follows a pilot project across 30 markets using a made-in-APAC programmatic solution, which resulted in a more than twofold improvement in both campaign efficiency and video completion rate, according to the agency.