Bonds gets ballsy with new underwear marketing campaign featuring talking testicles
Bonds is looking to grab men by the “proverbials” by creating a pair of talking testicles in a novel approach to the marketing of men’s underwear.
Instead of focusing directly on the benefits of its underwear, Bonds has illustrated the life and ‘thoughts’ of a pair of balls forced to live in an ill-fitting pair of undies.
The campaign, created by Clemenger BBDO Melbourne, will feature a series of online films with the first – The Boys Part 1 – to run across paid and owned social and digital channels.
Bonds said men don’t typically think about their choice of underwear and are happy to wear jocks that are “old, ill fitting and riddled with holes” and only buy a new pair “when they absolutely have to”.
In such a “low involvement category”, directly promoting the qualities of its product is waste of time, it added.
“Talking about men’s undies isn’t the most natural topic at the pub, so Bonds have decided to make the conversation about something closer to men’s hearts: their balls,” the company said.
“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.”
Clemenger BBDO Melbourne group managing director Simon Lamplough said: “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.”
Further instalments of the talking testicles will be released over the coming weeks.
Credits:
Head of marketing: Emily Small
Digital marketing manager: Ryan Wilson
Agency: Clemenger BBDO Melbourne
Creative chairman: James McGrath
Executive creative director: Ant Keogh
Creative director: Ant Phillips
Creative director: Richard Williams
Macintosh HD:Users:nicholapatterson:Dropbox:Clemenger:Bonds:The Boys.doc
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
Really nice concept with perfect casting. Mager and Smythe are great talent for this.
User ID not verified.
Made me laugh, but I reckon they should have just run with the ‘Balls’ outdoor campaign mirroring the Boobs work.
User ID not verified.
Tremendous work. Congrats to all.
User ID not verified.
Pure genius. What a great campaign!
User ID not verified.
I can’t think of any clever comments that wouldn’t make me look like a dick. it’s like my brain’s giving me the shaft. Think I’ll sack myself.
User ID not verified.
Love this, wondering how much it cost to run?
User ID not verified.
Brilliant. I didn’t want it to end.
User ID not verified.
Great stuff. Good work.
User ID not verified.
I congratulate Bonds for having the balls to do something like that.
User ID not verified.
awesome, love it. congratulations to everybody involved
User ID not verified.
Awesome work! Can’t wait to see part 2.
User ID not verified.
It’s hardly genius.
User ID not verified.
I love that they’ve given a credit to the Hard Drive. Nice one, Macintosh HD:Users:nicholapatterson:Dropbox:Clemenger. I hope they send you to Cannes as a reward for your work on this.
User ID not verified.