Bonds’ latest campaign set in the outback, where it’s too hot for clothes
Bonds has released its latest tongue in cheek campaign with Leo Burnett Melbourne to mark the launch of the new Bonds Originals underwear range.
Set to Rock N’ Roll Graveyard by Melbourne band Jazz Party, the ad sees models walking around the fictional town of Cool Springs; driving, playing golf and lugging bags of ice about in their Bonds.
Directed by Gracie Otto, the film was shot in the real life town of Coober Pedy. Several locals make an appearance throughout the spot in their Bonds.
Bonds marketing manager Michelle Taylor, explained: “The products are modern, Aussie designed essentials, and with the name Originals, this launch felt like the perfect time to bring back our original tagline, Gotta be Bonds, and breathe some new life into it.”
Jason Williams, who was appointed to the CCO at Leo Burnett in March last year, explained that the campaign aimed to give fashion “a bit of Aussie tongue in cheek”.
“We wanted to take Bonds somewhere completely different to where they’ve been playing, while anchoring them in their roots as an iconic Australian brand… Fashion that doesn’t take itself too seriously.”
Bonds has worked with the agency since 2014.
Credits
Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Michelle Taylor
Brand Manager: Kedda Ghazarian
Assistant Brand Manager: Taylah Johnson
Agency: Leo Burnett Melbourne
CCO: Jason Williams
Head of Copy: Sarah McGregor
Art Director: Lucy Logan
Copywriter: Holly Burgess
Senior Agency Producer: Eliza Malone
Print Producer: Kirstie Gadsden
Group Business Director: Amanda Nicoll
Account Director: Chloe Erftemeyer
Film Production: Playtime
Director: Gracie Otto
DOP: Stefan Duscio
Executive Producer: Oliver Lawrance
Producer: Tom Slater
Stylist: Karla Clarke
Hair & Makeup: Koh & Victoria Baron
Post Production: Arc/Alt VFX
Editor: Simon Njoo
Colourist: Edel Rafferty
Sound: Sam Hopgood – Bang Bang Studios
Music: Karl – Level Two
Track: Jazz Party – Rock n’ Roll Graveyard
Photography Production: M.A.P.
Photographer: Nicole Bentley
Producer: Adam Watson
I am totally thrilled with the new OUTBACK AD for BONDS!!!!
Well done!
I grew up in Coober Pedy and the house used is my fathers home.
It brought tears to my eyes!!!
This is true Australia…
outback undies getting down and dirty!!
AWESOME AWESOME AWESOME
A JOB WELL DONE . BRAVO
User ID not verified.
This ad is fresh and definitely a conversation starter. My 12yo told me that he didn’t know women had hair under their arms! Love it!!
User ID not verified.
So so degrading on females add on bonds underwear, come on people, legs spread. Even my husband mentioned what does it mean. We don’t need to see the insides
User ID not verified.
Every campaign by bonds now is a disgrace. Pedophile bait. [Edited under Mumbrella’s comment moderation policy].
User ID not verified.