Bonds tease audiences with cryptic ‘BOOBS’ logo
Bonds has launched a cryptic teaser campaign in which its logo has been altered to read “BOOBS”.
The teaser campaign launched the new logo on billboards across Brisbane, Melbourne and Sydney. Bonds’ Facebook page has also been updated with the new image.
According to the Bonds website, all will be revealed this coming Sunday October 13.
A spokesman for Bonds told Mumbrella that it would not be commenting until after the reveal.
Bonds’ creative agencies include Clemenger BBDO Melbourne, and Banjo advertising, while MediaCom, Holler and Meverick are also on the roster.
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Wish they had of considered “Mobile Billboards”
I’m sure our guys would have been happy driving around this!
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You can’t show boobs on a billboard, can you actually say it?
What’s next – COCK! for their mens underpants range?
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It is a disgrace to have such a disgusting billboard that is in full view of men, teenagers & children.
Please accept this as a formal complaint.
Very bad advertising Bonds.
– fiona
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Tacky
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What are peoples feelings toward this campaign?
My 40yo wife saw this on a billboard in Sydney and commented that she found it offensive.
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Not that cryptic Mumbo. The NBCF has released a statement.
I’m saddened but unfortunately not shocked that yet another brand would pursue the lazy and tacky route of sexualising breasts in the supposedly lofty goal of breast cancer awareness (has anyone else heard of breast cancer? Apparently its a thing).
I wonder how much time Clems spent on this idea? 4 seconds? 5?
More disappointing is the NBCF’s approval of the campaign. As a breast cancer survivor myself, I like to think I am worth more than the malignant flesh that had to be removed from my body in order to save my life but campaigns like this serve only to remind me and other women that without a perfect set of perky boobs, we’re ‘less than’. Save ‘boobs’? How about save women?
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@ Fiona: I presume you are an owner of said subject-matter, why is it so offensive to draw attention to anatomy?
Come on people, it’s time to start normalising this stuff.
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If it’s aimed at us beer drinkers then I am grossly offended. The Manzier anyone?
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Hello Olive, Ann and Fiona.
Boobs isn’t a derogatory word. It’s commonly used by women, men and children every day. Take this campaign for what it is…. a light hearted eye-catching initiative that plays on the supposed outrage that prudes like you claim to feel.
The billboards are brave, bold and moderately clever too. It’s getting loads of coverage (more positive than negative from what I’ve seen) which is no doubt it’s intent so well done Bonds.
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We know it’s Bonds because of the logo and type, but this does not sit well with me as my young daughters wear Bonds clothing.
Up until this point, I had a lot of respect for Bonds, an Australian iconic brand that was cheeky and fun but never overt or even slightly offensive.
For me this is too far and in bad taste – whatever the reveal is.
( . Y . ) – HOORAY FOR BOOBS!
BOOBS!
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Does anyone else remember the Bluegrass Jeans billboard from the 80s that simply said Bluegr _ _ _ with a posterior view of the product? That was, like, 30 years ago. Surely we haven’t regressed since then?
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I cannot believe that people are offended by the word ‘boobs’? seriously?!
it’s a part of your body!
how are people okay with erectile dysfunction billboards, but not the word boobs?
what the hell is wrong with this world?
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Boobs are great; the work and its namesake.
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So many keyboard warriors.
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In the English language, the word “Then” has but two meanings.
(1) At that precise moment. (2) If that be your will.
In the English language “Boobs” has but two meanings.
(1) Two or more stupid people (2) Breasts
In this life “Breasts” have two major functions, they produce and deliver vital food for our infant offspring and they also serve to define feminine pulchritude and are therefore also a sexual trigger. They are not indecent, they are not obscene and given their direct and vital functional relationship to sexual reproduction, they cannot be sexualised, because they cannot be de-sexualised.
I recall a time when women were pilloried for breast feeding in public places, at a time when Bikinis were getting skimpier by the day and selling by the millions.
Human beings (by nature) seem to harbour a desire to be special in some way. This leads some to want to make an issue where either no just cause or very little just cause exists.
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Many here missing the point by a huge margin.
I agree the word ‘boobs’ in and of itself is not offensive or obscene. It is interesting though how men in particular rush to defend the use of this word in marketing.
Having said that, using that word in the context of raising breast cancer awareness (which is the point of this work) is inappropriate, in my opinion, and elevates ‘boobs’ as being more important than women. Breast cancer awareness should never be about ‘boobs’. It is an illness that threaten’s women’s lives.
Why we are so immature we cannot use the anatomical name for the body part, in this particular context, escapes me.
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I guess the prudes here won’t be lining up for one of American Apparel’s new ‘menstruating vagina’ T-shirts then?
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Re: comment by Rachael.
Why do you say is it interesting how many men rush to defend this word in marketing? What leads you to this belief?
With regard to breast cancer, the boobs or breasts are in a way more important than the woman, because this campaign focuses upon breasts, as the organ where the cancer is centred. Breast cancer does rarely apply to men, but generally and much more commonly to women. Male awareness is often appreciated by men who relate to the female breast as men. I have a personal strong attachment to breast cancer awareness, entirely through my life long and largely heterosexual association with women.
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Thanks for proving my point Richard.
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“I agree the word ‘boobs’ in and of itself is not offensive or obscene. It is interesting though how men in particular rush to defend the use of this word in marketing.”
Don’t see that it’s particularly men defending this word, nor that they’re “rushing” to do so. Sounds like lazy first-year gender studies typecasting, but I digress. I actually agree with Rachel. This is a bit tacky. Breast-cancer awareness should be about more than “boobs”. But I also suspect most people whose attention is grabbed by the ad will understand that.
I’ll be curious to see how it plays out.
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I saw it yesterday on a bus side and it instantly made me stop, look and think. Tick. Then I thought “this is designed to cause a stir/conversations”. Tick. But I am a guy. Not sure all their target will respond positively. Question mark.
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– appears to be working
– probably will sell bras
– objective met (tick)
– uptight people gonna remain uptight (tick)
– agency is pleased with itself (tick)
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@ Rachael
I made no attempt to prove your point, and without constructive reply beyond a rather cynical “thanks” I don’t see how you reached this conclusion.
Subjects such as this one are a great deal deeper than time or space allows here, and since I saw value in your views, I simply asked a question and elaborated upon a view of my own, in the hope of gaining more insight to the subject via our individual opinions and comments.
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The comments here are hilarious. How can someone get offended by the word boobs? People need to stop claiming to be offended when they disagree with something, it is not offensive any more than saying God doesn’t exist is offensive. It is for a good cause, it is attention grabbing and it is light hearted, I like it.
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AWESOME
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Am I too late?
A lot of over-thinking going on here.
And could the ladies on their high horse remember that – men also get breast cancer; testicular cancer is a far greater killer than breast cancer.
Amusing idea that is playfully engaging. It even gets the pearl-clutchers talking.
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The choice of Myf Warhurst ‘aligns with the campaign’.
It doesn’t bother me – it seems to be staying above the belt (somewhat classy/informative).
If you did change BONDS into BULKS or BENIS or BALLS (or something wittier) there would be uproar so that is interesting…
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juvenile stupid idea that should piss every woman off because it will encourage men like me to ogle their boobs instead of their faces
if it was targetted just to women through gender-focussed websites/blogs etc then fair enough – you can accept that it’s meant to be a lighthearted girly in joke
but when advertised to the general population it becomes an entreaty to purve
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Infantile Offensive and Working….
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Oh Adgrunt…there’s always one and today, you’re it.
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@Rachael
Will you please get off your highhorse?
Seriously its getting beyond a joke.
Yes I do agree, this campaign is disgusting because it imprints the subconcious fixation on boobs within children and teens. And quite frankly, its tasteless.
That being said, people need to stop moaning so much and also realize this doesnt just affect women. It can affect men too. As testicular cancer is an even bigger and more dangerous killer, but do we sit here drawing in all this “think of us men?” talk? No we help each other, aswell as support those going through breast cancer and all other forms, both male and female.
No offence but im getting tired of the sexism of this issue
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I saw the Parramatta rd billboard as I came back to Sydney after being in Orange. I snapped it for Instagram as it stood out.
Personally, I have a huge problem finding bras that fit. ANYTHING that says it’s about my boobs with a connotation of actually giving support, fitting well and not looking like a padded piece of Xena armoury will kindle my interest.
Bonds + boobs wins for me because it means an already ample bosom won’t be artificially padded and hoisted up to my ears.
Maybe I am in a minority of women, but I don’t think breast feeding or sex when I hear things about breasts. I care about them not causing headaches from being in the wrong bra, side boob or pain from not having enough support.
In short, it works if you have issues fitting bras. And I use boobs because mine are neither functioning (caring for children) or artistic (gaining sexy attentions). I just want the damn things harnessed, protected and not any larger than they are. And for whatever reason, that’s what that billboard said to me.
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As soon as I saw the Anzac bridge billboard, I immediately thought Bonds were going to start focussing on making proper bras with great support unlike the teeny crap that they have in store now.
Not once did i think of breastfeeding, nor breast cancer, nor did i feel any sort of sexual contempt for my breasts.
I thought “Great now there’s a brand that’s going to start making comfortable bras rather than the crap that is currently available and overpriced (think Simon Perele, Berlei, Elee Macpherson Intimates, Victorias Secret etc).” Alas I was wrong.
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http://www.malecancer.org
Discuss.
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http://youtu.be/oGgByLLQwSw
Discuss more.
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Boobs Boobs Boobs Boobs Boobs Boobs Boobs.
Hey all you knockers (pun intended) get over yourself.
what has the world come to when people find boobs offensive?
Really – are you that lost in your own little world – this offends you.
What is wrong with your world – oh that’s right its people like you!
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