Bonds explores how people bond with their loved ones in ads to launch Christmas range
Bonds is exploring the unique foundations of relationships that bond people with those closest to them.
The campaign, created to launch Bonds’ Christmas collection, taps into the sentiment that friends and family are what is really important during the holiday season.
The relationships explored in the ads include two performers who have bonded through the stage, a mother passing her heritage down to her child, a woman who donated her kidney to her sister, a couple who have been married for 70 years, and a girl and her guide dog.
Head of marketing for Bonds, Kelly McBride, explained: “As a brand that has been present in the lives of so many Australians for over 100 years, it felt natural that our finale to the year would be a celebration of the deep and meaningful bonds that make the festive season so special. The people you’re so comfortable with, you could give them a pair of undies at Christmas.”
The ads are executed as both 15-second spots and short-form content videos. The films were directed by Pete Baker from Glue Society and Jesse Lizotte did the photography for the static execution.
The campaign was created by Leo Burnett Melbourne, and will be executed across TV, social, online, radio and OOH in both Australia and New Zealand.
Credits
Client: Bonds
Head of Marketing: Kelly McBride & Emily Small
Marketing Manager: Michelle Taylor & Kedda Ghazarian
Creative Agency: Leo Burnett Melbourne
CCO: Jason Williams
General Manager: Naomi Gorringe
Creative Director: Daniel Pizzato
Art Director: Lucy Logan
Copywriter: Rosie Stone
Senior Business Director: Lauralee Cuzner
Senior Account Manager: Kim Thompson
Director of Integrated Strategy: Ilona Janashvili
Integrated Strategist: Lauren Isaak
Agency Producers: Eliza Malone & Kaelene Morton
Media Agency: OMD Melbourne
Production Company: Revolver/Will O’Rourke
Director: Pete Baker
Stills Production: B&A
Stills Photographer: Jesse Lizotte
I’m really confused.
What exactly is this trying to say about Bonds?
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So you see the name Bonds is close to the word Bonded.
But it has nothing to do with the fact we make comfy undies
Doesn’t matter people are Bonded by Bonds
😐
Get it. Bonded by Bonds.
😐
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Thanks for trying to help!
I get the attempted wordplay, but Bonds underwear has nothing to do with the stories of people being bonded together that are showcased in the campaign!?!
If undies played a role in the relationships then I’d get it. But they don’t.
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So Bonds is bonded to being woke. A montage of on point advertising cliches, yet they still managed to keep everyone white!
Is saying ‘on point’ still on point?
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White? The mum is Samoan based on those tattoos…and the drag guy looks Indian to me…
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hmmm.
the tone is so serious and worthy and it really seems a stretch for the brand from an overall promise perspective
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Good spot. Two more ticks for diversity.
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I think that ‘bonded by Bonds’ means that they share undies.
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Oh Lizzie… you know only one person who does that…. ! lol
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Great example of a company thinking that having a purpose needs to be some feel good bringing everyone together peace love and happiness, regardless of what it is they are trying to sell.
Nonsense
Stick with what is real for your brand and not what you assume (wrongly, always) your audience thinks is real for your brand
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I love that song they play…what is it and who sings it?
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Me and you – Jamie Liddell
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