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.
Credits:
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
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Below Deck
Bonds
Bonds Total Package
Edwina Moller
Jason Chambers
Lea Egan
Nathan Rogers
Special Australia
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