Bonds recruits dads Pat Rafter, Peter Helliar and Jimmy Bartel in annual Baby Search campaign
Bonds’ annual baby search has returned for its 13th year, celebrating ‘dad-to-kid’ moments between six-year-olds and celebrity dads.
The 2017 Bonds Baby Search campaign features Jimmy Bartel, Pat Rafter and Peter Helliar.
Created in collaboration with The Arc Factory, the new campaign includes Bonds ambassador, Pat Rafter, comedian, Peter Helliar and AFL star, Jimmy Bartel as they ask three six year-olds different questions about being a baby.
‘Bonds Dads: Kids Talk’ is set in a classroom, with the dads asking questions such as: “Why do we have babies?”, “What food do babies eat?” and “What’s the best thing about being a baby?”
The ad also plays on last year’s campaign, which celebrated ‘Instadads’, who shared photos of their children on Instagram, often highlighting their unpolished approach to parenthood.
Bonds’ new work aims to celebrate entertaining and spontaneous moments with children.
The Bonds’ Baby Search competition, which is open to children aged up to three years, will give the 2017 winner the chance to feature in a Bonds’ TV ad or a billboard campaign for the Summer 2017 ad campaign.
The competition will also select a ‘Wonderbub of the Year’.
Last year, the competition attracted 62,522 entries and 800,000 votes.
