BONDS and Special deliver a world without friction in latest campaign
Underwear giant BONDS is raising awareness of its new BONDS Chafe Off product via a humorous creative campaign aimed at men, from Special.
The brand’s ‘Goodbye Friction’ platform spotlights the Chafe Off range’s ability to provide wearers with a frictionless experience by taking consumers into a world where friction no longer exists. Instead, what would have been fiery exchanges are now conversations filled with compliments.
The campaign uses two 30-second spots – one set in a restaurant kitchen and the other in the middle of a scrum on the rugby field.
“We hear from men every day that chafing is their #1 pain point when it comes to undies. BONDS Chafe Off is revolutionising the game by stopping friction in its tracks,” said Liz Coburn, marketing manager at BONDS.
“Through our cheeky BONDS humour, we hope to share the friction-free joy to Aussie men all around the country.”
‘Goodbye Friction’ is playing on POS, out-of-home (OOH), online video and social platforms.
“From all caps emails to gnarly carpark interactions, band breakups to the global political climate, friction really does have a lot to answer for,” added Special’s executive creative director, Ryan Fitzgerald.
“There’s plenty that can be soothed by simply donning a pair of BONDS Chafe Off undies, we’re looking forward to seeing what else the BONDS brand can take from punchy to positive,” he finished.
Credits:
Client: BONDS
Head of Marketing: Kedda Ghazarian
Marketing Manager: Liz Coburn
Senior Brand Manager: Edwina Moller
Agency: Special
CEO/Partner: Lindsey Evans
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Rebecca Stambanis
Head of Strategy, Melbourne: Nathan Rogers
Senior Strategist: Laura Wiseman
ECD: Ryan Fitzgerald
Creatives: Lauren Regolini, Locki Choi
Design: Sarah Ristevski
Managing Director: Sasha Firth
Business Director: Marnie Dunn
Business Manager: Maddie Williams
Head of Film + Content: Sophie Simmons
Senior Producer: Katherine Muir
Production Coordinator: Aleisha Winslow
Prod Co: Collider
Managing Partner & Exec Prod: Rachael Ford- Davies
Exec Prod: Tom Slater
Dir: Nash Edgerton
Prod: Martin Box
D.o.P: Aaron Mclisky
Editor: Drew Thompson @ARC
Grade: Edel Rafferty
Online: Ryan Brett @ Manimal Post
Audio Producer: Irene Kakopieros
Sound Engineer: Daniel William
Social & TikTok Director: Alice Adlide
Social & TikTok Post Production: Denzil Heeger @ Manimal Post
Media Agency: OMD and Incubeta
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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