Bonds focuses on bumbling dads Pat Rafter, Fitzy and Hughesy to sell annual Baby Search
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.
Bumbling dads. People sharing photos of their children on social media. Some truly insightful and original thinking here. What next? Mums are busy? Kids are messy?
I was all ready to join Monkey a labeling this lazy creative and bundling into the ‘As a busy mum’ territory too.
Then I watched it.
It’s charming, honest and a 100% accurate depiction. At least for me as a new dad of 2 under 3.
I don’t see anything ‘bumbling’ about this. Feels like that’s more a word the author has used in an attempt to solicit exactly they type of knee jerk response I was about to give.
Glad I didn’t.
Great film. I’m off to buy a Batman dress for my girl (do Bonds actually make that?)