Puberty Blues star features in Bonds ad
One of the stars of Puberty Blues, Isabelle Cornish, is the focus of Clemenger BBDO Melbourne’s new TVC for Bonds, which will debut this Sunday.
The TVC is promoting Bonds’ new Collectibles range and was directed by Patrick Hughes, who is now in the US directing The Expendables 3 with Sylvester Stallone.
The 30 second ad shows Cornish standing on a hill in her underwear. She picks up a skipping rope and starts to jump, every time she hits the ground, the garment changes colour.
Accompanying the ad is a song by UK artist Laura Mvula.The track will be released in Australia to coincide with the Collectibles campaign launch.
The national TV campaign will be accompanied by digital, outdoor and in-store executions.
Credits
- General Manager, Marketing: Tanya Deans
- Marketing Manager, Bonds: Zoe Hayes
- Brand Manager, Bonds: Michelle Edgar
- Executive Creative Chairman: James McGrath
- Creative Directors: Ben Couzens and Jim Ingram
- Art Director: James Orr
- Copywriter: Elle Bullen
- Executive Producer: Sonia von Bibra
- Client Services Director: Simon Lamplough
- Senior Account Director: Marnie McKenzie
- Senior Account Manager: Kelly McBride
- Account Executive: Alex Carroll
- Director: Patrick Hughes
- Executive Producer: Cath Anderson
- Production Company: Finch
- Cinematographer: Jeremy Rouse
- Music supervisor: Karl Richter – Level Two Music
- Music track: Green Garden
- Artist: Laura Mvula
- Offline editor: Michael Houlihan
- Online editor: Chris Betteridge
- Final Grade: Martin Greer
- Post production House: Method
Meh.
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Yeah!
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wow simple & to the point Impressive Jim & Cuz
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Is this meant to appeal to men, or women?
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how old is she?
This gave me an impure thought.
Quick. Call Collective Shout.
Otherwise, it is what it is. Nice and simple signpost to a new product from a familiar brand.
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Underpants called “Collectibles”. That excuses me for wearing the same smalls for the past 18 years….
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A refreshingly nice and simple well rounded commercial, nice job.
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This is wallpaper. Bonds is becoming irrelevant.
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@AdGrunt – couldn’t agree more.
Did you see her running through the grass?! Lawn culture!
Tankard Reist will have a field day (pun intended) with pointing out the porn culture and exploitation in this ad.
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Great music, but for some reason they have done no favours to the actress – she is actually much better looking than this! It’s not terrible – but needed more personality for me.
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Brilliant!
Guaranteed engagement for 15/30/45 seconds every time
Seriously though, how old?
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[Edited under Mumbrella’s comment moderation policy]
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my fav ad on tv
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Agree with old Jumbo.
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Poor taste on behalf of Bonds. Pure exploitation and sexualisation of what appears to be young girl. Final pan on bum totally uneccessary and I won’t be supporting this brand any longer by buying it for any of my young girls.
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Wow, is this peodophilia or what??
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Isabelle Cornish is 18 – born 24 July 1994.
Yes, she is bloody cute as!
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Creative and catchy ad, but she looks about 15yrs old even if she isn’t. Too inappropriate and all my teenage boy can do is drawl watching her. What are or who are they targeting? Mums who actually go and buy this stuff for their kids certainly don’t want to encourage peodophilia….Not happy Bonds, pick an older WOMAN, at least please.
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You have probably seen her in Puberty Blues.
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Overall it’s a good and catchy add but the girl apparently 18 only looks 14 to 15 years old. I felt the add focused too much on her bum and sexualised her. For this reason I feel that the add is inappropriate.
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Innapprpriate sexualisation of a pre-pubescent looking girl. Seriously Bonds? I never thought of you guys as one of the companies who would exploit this stuff. I will be avoiding the brand from now on.
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i like the way [Edited under Mumbrella’s comment moderation policy]
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