Bonds launches ’12 days of Christmas’ campaign
Bonds has launched its Christmas campaign featuring Rachael Taylor.
The agency behind the campaign was Banjo, which recently took on the account from The Campaign Palace.
Melbourne’s Federations Square has been chosen as a key location for the campaign.
The media owner was APN Outdoor, with media planning and buying by Mediacom.
Wow. Fantastic work, well done to all involved. I had nothing to do with it but really wish I had. Who did the vocals on the song?
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Nice work! I am totally sick to death of families sitting around the christmas dinner (as per coles, woolies ads) and the like.
It is nice to see some real thought going into an ad at this time of year. Great music track and nicely shot.
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Not to mention the solid craftsmanship from the Chinese sweatshops!
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A great ad
– this has made my week, it seems the whole of this week on Mumbrella has been bickering on age, anonymous comments and trolls so brilliant to finish the week with something fresh and inspiring and to focus on what we are all paid to do – deliver great work and results.
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I wanted to like this.. but I just found the music a bit too depressing- it seems at odds with the concept which is fun and irreverent- my favorite bit is the tinned pears- gold!
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@KD almost everything you use, EVERY DAY is made in a ‘sweatshop’ in China. You wouldn’t be able to afford it otherwise…
Unless you can convince your mate down the road to make your undies for the same cost, suck it up.
Nice campaign BTW.
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Great ideas, beautifully shot, but the music doesn’t suit it at all. Doesn’t feel christmassy at all… kind of makes me want to lie down in a dark room. I wanted to turn the sound down. It doesn’t have to be choral with lots of bells, but at least it could sound a bit happy.
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Love the visuals, hate the music. I’m with Lauren, lying in the foetal position sucking my thumb in a dark room, complaining that my head hurts.
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Love love love!
I’m sick to death of marketers thinking that i’m a boring old ’50s caricature that only listens to ‘uplifting’ music and is only interested in pictures of pretty things or ‘family’ settings just because I got married and had a baby!
Thank you for representing the rest of us who have a life, taste in music and don’t view the world through pastel-coloured glasses.
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@ KD – I find your comment quite racist. Chinese workers produce many high quality products and while not living in a democracy they have by and large chosen to work in manufacturing as it offers a better income than the alternative rural agricultural existence.
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@ Gezza. Didn’t mean to offend. It was more a jibe at this great Aussie brand taking all its manufacturing off-shore and putting a lot of Aussies out of jobs. Wonder if Alan Joyce could learn any lessons here?
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This is clearly objectifying women, children and babies as pornographic lumps of meat for our entertainment and gratification. We should instead be respecting the sanctity of Christmas and women and children and babies. Ban this filth now before we’re all turned into porno paedophiles.
Oh, hang on. It’s really fun and engaging execution that is firmly in the Bond’s style.
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@ bandit – well said mate
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If the “great aussie brand” had continued to manufacture in Australia it would not be making the ad above and employing the agencies and marketers. In fact it probably would not exist at all.
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@ Gezza I sleep well at night knowing the 1000 Bonds workers were all sacked to keep “the agencies and marketers” gainfully employed. Now if we could just get rid of those pesky 30,000 Qantas employees and put all the money into better Qantas ads and children’s choirs. Actually, get rid of all Australian manufacturing jobs for that matter and simply get better PR!
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LOL agree.
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I was a big fan of the work The Campaign Palace did on this brand, but i must admit I do like this ad, well done
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Seems a bit underwhelming to be honest, but the true test is if the client thinks it works. Good luck.
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Haha, I think Banjog forgot to say “Thanks Smokey”
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The six geese a laying part was laughable. A great idea, poor execution
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Finally Australia catches up to the rest of the world and decides we are capable of consuming something more than northern hemisphere ideals, faux snowman and simplistic two dimensional family archetypes. The above comments about manufacturing off shore are off topic. This is purely about advertising. What a refreshing and non patronising piece of work. Thank you Bonds for being brave enough to assume Australians can understand ideas and creativity above safe ideals. Are we finally moving forward and not reproducing the same formula?
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Yes, it’s clever and creative in FULL… but it’s friggin annoying when it’s chopped up into 5-10 second tv ads. It makes no sense and the music isn’t exactly attention grabbing. The outdoor creative looks good!
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