Bonds focus on sparkling festive product range in Christmas ad
Bonds has unveiled its Christmas campaign from Clemenger BBDO Melbourne which features the brand’s new festive season product range.
While last year’s campaign saw brand ambassadors Pat Rafter and Samara Weaving carol singing in their undies, this year the brand has opting for non-celebrities performing flips and circus tricks in the brand’s glittering gold, sparkling stars and bright confetti prints.
It also lacks any obvious reference to Christmas, with the ‘Shine Bright’ spot focusing on the glitter and excitement of the festive season, using the track ‘Golden’ from American electro-rock outfit Parade of Lights.
Bonds general manager of marketing Tanya Deans said: “We’ve always celebrated Christmas at Bonds, but this year is extra special with the creation of our Shine Bright range. The bright and colourful prints are designed to capture the fun and wonder of the festive season and we wanted this campaign to do the same”.
The campaign, directed by Campbell Hooper of the Sweet Shop, launched last night.
Hooper said: “It was an exhilarating experience to collaborate with Bonds and Clemenger. They fully supported my creative approach and embraced all the colourful chaos I presented to them. Together we produced something amazing that really captures the energy and magic I wanted to share.”
Bonds’ Christmas campaign launch follows on from retailers Kmart, Target, David Jones and Westfield rolling out their respective Christmas marketing campaigns.
CREDITS
- Client: Bonds
- Group General Manager: Anthony Heraghty
- General Manager of Marketing: Tanya Deans
- Senior Marketing Manager: Emily Small
- Senior Brand Manager: Caroline Bourke
- Brand Manager: Josh Woods
- Agency: Clemenger BBDO, Melbourne
- Creative Chairman: James McGrath
- Senior Copywriter: Hilary Badger
- Creative Team: Elle Bullen and James Orr
- Planning Director: Michael Derepas
- Senior TV Producer: Emma Johnson
- Managing Partner: Simon Lamplough
- Account Director: Katy Morgan
- Production Company: The Sweet Shop
- Director: Campbell Hooper
- Producer: Ben Dailey
- Executive Producer: Edward Pontifex
- Managing Director: Wilf Sweetland
- DOP: Autumn Durald
- Production Designer: Guy Treadgold
- Editor: Campbell Hooper
- Visual Effects: Mat Ellin, Beryl
- Music Production: Karl Richter, Level Two
- Sound Engineer: Paul Le Couteur, Flagstaff
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I like the look of it but a mum in undies, walking hand in hand with kids in undies, is just weird.
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I like the new Christmas range but the add is a miss for me. It needs more of a Christmas vibe…
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ad*
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Love it…. beautifully shot… I get it’s Christmas… Mum in undies.. well guess that’s what you get when it’s an underwear brand…. Same as saying in a catalogue put the mum in a dress… Well done Sweet Shop – it’s all in the director and the edit..
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Can we make the logo bigger?
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A mum walking around in her undies! I don’t think so. Not on Christmas – not ever if possible.
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I just saw this on online video. Beautifully shot. Hope I can see this on the big screen in cinema. Simply fantastic.
Well done Clems!
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Young mums kept figures REMARKABLY well?? No complaints
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The premise seems fun but they’ve sucked the energy out of it somehow.
And no blokes?
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