Bonds gets ballsy with new underwear marketing campaign featuring talking testicles

Bonds is looking to grab men by the “proverbials” by creating a pair of talking testicles in a novel approach to the marketing of men’s underwear.

Instead of focusing directly on the benefits of its underwear, Bonds has illustrated the life and ‘thoughts’ of a pair of balls forced to live in an ill-fitting pair of undies.

The campaign, created by Clemenger BBDO Melbourne, will feature a series of online films with the first –  The Boys Part 1 – to run across paid and owned social and digital channels.

Bonds said men don’t typically think about their choice of underwear and are happy to wear jocks that are “old, ill fitting and riddled with holes” and only buy a new pair “when they absolutely have to”.

In such a “low involvement category”, directly promoting the qualities of its product is waste of time, it added.

“Talking about men’s undies isn’t the most natural topic at the pub, so Bonds have decided to make the conversation about something closer to men’s hearts: their balls,” the company said.

“In a psychological masterstroke, they are hitting men in the proverbials to help them realise the impact a poorly fitting pair of undies is having on their crown jewels.”

Clemenger BBDO Melbourne group managing director Simon Lamplough said: “Men’s testicles have to put up with a lot in life. Heat, cold and (shudder) impact all affect them. The least men can do is keep The Boys comfy in a nice new pair of Bonds undies.”

Further instalments of the talking testicles will be released over the coming weeks.


Head of marketing: Emily Small

Digital marketing manager: Ryan Wilson

Agency: Clemenger BBDO Melbourne

Creative chairman: James McGrath

Executive creative director: Ant Keogh

Creative director: Ant Phillips

Creative director: Richard Williams

Macintosh HD:Users:nicholapatterson:Dropbox:Clemenger:Bonds:The Boys.doc

Senior producer: Karolina Bozajkovska

Group managing Director: Simon Lamplough

Account director: Grant Oorloff

Planning director: Michael Derepas

Production: Guilty Content

Director: Tony Rogers

Producer: Jason Byrne

DOP: Marin Johnson

Editor: HM Creative – Richard Hamer

Online: Stafford Wilson, Kitset Grafix/Sam Coates, FINISH

Sound: Flagstaff – Paul Le Couteur


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