Bonds addresses the ‘turtleneck’ vs ‘crewneck’ debate in ad for universally comfy underwear

Bonds has taken to the men’s locker room in its latest ad.

The topic of circumcision is disguised as locker-room chat between men clothed in turtleneck and crewneck jumpers, with both sides coming to the agreement they are comfy in their undies.

It is the first campaign Clemenger BBDO Melbourne has created for the brand in several years, despite being on Bonds’ agency roster. The agency is currently on the shortlist for Bonds’ creative pitch, alongside Leo Burnett Melbourne which joined Clemenger on the agency roster in 2014 and produced the majority of the brand’s recent work.

Mumbrella understands the new campaign is not indicative of the status of the current pitch.

Kelly McBride, head of marketing at Bonds, said the campaign taps into a universal truth.

“We are always looking for new ways to innovate. The men’s underwear category generally follows tried and tested conventions, so we felt it was time to shake things up. We are highlighting a truth that all men are aware of, but maybe haven’t given due consideration to when it comes to their choice of undies. We hope we’ll get on men’s radars with this cheeky message,” McBride said.

Richard Williams, executive creative director at Clemenger BBDO Melbourne, said the campaign also intends to encourage men to talk more freely about their bodies.

“Approximately 20% of Australian men have crewnecks today, a big change from the 1950’s when roughly 80% of the male population had the ‘chop’. Despite ‘Team Crewneck’ being a rarer breed than ‘Team Turtleneck’, we know both teams have questions and we hope this campaign gets all men talking more freely. You’re welcome,” he said.

The static execution of the campaign

The campaign will appear on sports streaming app Kayo, social media, online and in Bonds stores.


Client: Bonds
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro

Creative agency: Clemenger BBDO Melbourne

Production company: Guilty
Producer: Jason Bryne
Director: Tony Rogers
DOP: Joey Knox
Stills Photographer: Christopher Tovo
Post Production: Finish – Sam Coates
Sound: Squeak E Clean


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