Bonds: The Boys, 3

Credits & Description:

Agency: Clemenger Bbdo Melbourne
Client: Pacific Brands underwear group Australia/ Bonds
Creative Chairman: James Mcgrath
Chief Creative Officer: Ant Keogh
Agency Producer - Tv: Karolina Bozajkovska
Dop/ Cinematographer: Marin Johnson
Strategic Planner: Michael Derepas
Sound Studio: Flagstaff Studios
Sound Designer/ Engineer: Paul le Couteur
Group Managing Partner: Simon Lamplough
Media Company: Omd
Art Director: Anthony Phillips
Copywriter: Richard Williams
Creative Director: Richard Williams
Creative Director: Anthony Phillips
Director: Tony Rogers
Editor: Richard Hamer
Producer: Jason Byrne
Post Production: Finish Post Productions
Production Company: Guilty Productions
Description
Bonds, the biggest underwear brand in Australia, wanted men to start talking and thinking about their undies.
We knew guys don’t care about their underwear, so we had to find a different way to get through to them. Something other than the usual list of product benefits.
We realised that what guys do care about is the comfort of their balls. If we could get guys thinking about the impact a poorly fitting pair of undies has on their crown jewels they’d be more open to our messages.
So we created a pair of talking testicles to highlight everything that our “boys” go through on a daily basis.