Bonds has kicked off the 12th year of its annual Bond’s Baby Search with the help of three celebrity dads bumbling through a day together while they mind the kids and try to keep up with the cricket.
The campaign, starring long time Bonds ambassador Pat Rafter and radio stars Fitzy (Ryan Fitzgerald), one half of Fitzy & Wippa on Nova and Dave Hughes from Hughsey and Kate on KIIS 1065 FM launches the baby photo campaign through the film directed by Last Cab to Darwin director Jeremy Sims.
The creative pays tribute to the rising phenomenon of Instadads on Instagram where fathers have been sharing images of their moments with their kids, often highlighting their unpolished approach to parenthood.
“Every year, Bonds looks for babies with character, individuality and charm to become the next new little faces of their brand,” Bonds said in a statement.
“Mums and women are often celebrated throughout the year, however, Father’s Day seems to be the only day in the calendar where dads are truly celebrated. Bonds wants to give them a voice. We want proud dads, dads of Instagram and Facebook to join in the search.”
The winners of the competition will feature in Bonds campaigns throughout the year and the company has extended the competition in 2016 to include a video category, which offers the winning babe the chance to star n a Bonds TV commercial.
Last year the competition attracted more than 30,000 entries with 332,000 online votes.
Bonds has opened eligibility for the major prizes to babies not wearing a Bonds Wondersuit or Romper in contrast to last year’s rules, when as part of Bonds’ centenary celebrations, submissions were required to wear the Bonds suits. Organisers removed the requirement this year to “mix things up”.
The competition is open to babies aged up to three years.
The campaign is a collaboration between The Arc Factory and Jeremy Sims’ Pork Chop Productions.