Bonds brings ‘dad-bods’ into the spotlight in new Clemenger BBDO campaign

Bonds will launch a new tongue-in-cheek campaign next week for Father’s Day, that shows off the many shapes of Australian dads.

"My kids have given me so many happy memories. And chins."

“My kids have given me so many happy memories. And chins.”

The campaign created by Clemenger BBDO Melbourne, ‘Think of Fathers’, consists of a series of videos and in-store posters featuring Australian dads in their underwear talking about how they have let themselves go since becoming dads.

“As a father myself I can sympathise with the stresses that kids place on a mans body,” said Ant Phillips, creative director at Clemenger BBDO.

“It’s not easy. I’ve always had cravings, but the pregnancy and birth just legitimised them for me. There’s no going back now and I’m proud that I’ve been able to work with Bonds to celebrate all the real dads out there,”

"I just want my pre-baby body back"

The campaign is asking consumers to recognise that it’s not just mums who have to make sacrifices but also fathers.  Elasticated waistbands, a comfortable fit and seam-free trunks will allow dads to relax and be at peace with their man boobs.

bonds clemenger bbdo melbourne fathers day campaign birth

“Fathers Day is one day in the year to truly recognise the dads in our lives,” said Emily Small, head of marketing at Bonds.

“They aren’t perfect but they do a great job and we think they deserve a little moment in the spotlight as well as an upgrade to their undies drawer.”

bonds father's day clemenger bbdo

The campaign releases nationally August 22 across social media, out-of-home/point of sale. Additional videos and poster works will be revealed next week.

bonds clemenger bbdo melbourne fathers day campaign 3 kids

  • Client: Bonds
  • Head of Marketing: Emily Small
  • Senior Brand Manager: Mahli Pullen Assistant Brand Manager: Kedda Ghazarian
  • Agency: Clemenger BBDO Melbourne
  • Creative Chairman: James McGrath
  • Chief Creative Officer: Ant Keogh
  • Creative Director: Ant Phillips & Richard Williams Group Managing Director: Simon Lamplough
  • Account Director: Grant Oorloff
  • Senior Producer: Lisa Moro Operations Director -Sharon Adams
  • Production Company: Guilty Director – Tony Rogers Producer: Jason Byrne
  • DOP: Marin Johnson
  • Editor: Sam Coates
  • Photographer: Chris Budgeon

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