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.”
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,”
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.
“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.”
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.
- 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
Someone give the Bonds marketing team a gold medal. Bloody brilliant
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It’s nice to see feminist propaganda infiltrating yet another brand.
Guys: don’t for a moment forget that it’s the woman who has the hardest job.
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Feminist propaganda? That doesn’t even make sense given the comment you follow that assertion with.
The joke is on the dads in this. If you can’t see that then you’re looking for problems where none exist.
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Indeed. As if the snarky, militant feminist articles of the daily life on the homepage of the SMH aren’t enough to continually remind us males of our unending shame and need to be forever guilty of who we are.
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Is this spot actually targeting the WAGS who are presumed to be the primary buyer of the underpants? I can see how it would potentially appeal to that audience – but speaking as a male / father / out of shape person – it does nothing for me. Not funny, not relatable. It feels like some sort of “in-joke” that hasn’t quite come off.
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Lots of Chiefs. Wonder who did the actual work.
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Great advert guys. I agree with Mike. I am a male and a father.
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Actually a relatively small team of people, but they were quite senior people.
Rich and Ant P were the creatives who came up with the idea, and James and Ant K were involved (as always) from a creative leadership perspective.
Simon and Grant were the suits. Mike Derepas was the planner on it, but he wasn’t included in the credits for some reason, forgetful PR people perhaps.
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