Below Deck’s Jason Chambers stars in new tongue-in-cheek campaign for Bonds, via Special

Bonds’ latest cheeky campaign features superyacht captain Jason Chambers from reality TV show Below Deck – and plenty of double entendres – in work via creative agency Special Australia.

The campaign promotes Bonds’ total support pouch technology, which ‘takes comfort to a whole new level’.

The technology was launched last year with the help of five ‘experts’ – a sushi chef, an expert fisherman, a property advisor, a wine expert, and former AFL coach Kevin Sheedy – to explain the benefits of the new Bonds range.

Special’s head of strategy, Nathan Rogers, said: “Whether we are on land or out at sea, too often we leave our boys unsupported and uncomfortable. Total Package is the ultimate comfort solution to this simple truth.”

Creative director at Special, Lea Egan, added: “For year 2 of the campaign we wanted to go bigger, better, and more ballsy. The below deck of a luxury super-yacht seemed the perfect choice.”

Bonds’ brand manager, Edwina Moller, said Bonds Total Package is the “next generation in men’s undies”.

“A design innovation that has already proven to deliver a new level of support since its release last year. We hope round 2 of our cheeky campaign will resonate with men across Australia and help them set sail toward greater comfort,” she said.

A series of tongue-in-cheek instructional sailing videos, filled with suggestive language explaining the features of the total package pouch, has been released across TikTok, Instagram and Facebook.

The campaign will be supported across TV, OLV, social and OOH.


Client: Bonds

General manager, marketing: Kelly McBride

Marketing manager: Kedda Ghazarian

Brand manager: Edwina Moller

Agency: Special Australia

CEO/partner: Lindsey Evans

CCO/partners: Tom Martin & Julian Schreiber

CSO/partner: Rebecca Stambanis

Managing director: Sarah Raine 

Head of strategy, Melbourne: Nathan Rogers

Senior strategist: Leoni Simon

ECD: Ryan Fitzgerald

Creative directors: Sian Binder & Lea Egan

Creatives: Bella Plush & Shaun Mcfarlane 

Team lead: Georgia Newton

Business managers: Phoebe Peralta & Ayesha Kithulegoda 

Head of film + content: Sophie Simmons

Production company: SCOUNDREL

Director: Ariel Martin

Executive producer: Adrian Shapiro

Executive producer: Kate Gooden

Producer: Giordi Caputo

DOP: Aaron McClisky

Post house: ARC EDIT

Post producer: Kani Saib

Editor: Phoebe Taylor

Grade: Fergus Rotherham

Online: ARC EDIT

Sound design: Gusto Studios

Producer: Brigid Giles-Webb

Engineer: Colin Simkins

Media agency: OMD


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.