Bonds targets men in new ads from Clemenger BBDO Melbourne

Bonds has launched a new campaign in which it targets men, urging them to ‘protect yourself from yourself’ with Bonds underwear.

The campaign features men who are being let down in professional and personal situations by their underwear, ending with the tagline “protect yourself from yourself”.

Clemenger BBDO Melbourne executive creative director Ant Keogh said: “Sometimes, without even realising it, guys can be their own worst enemy. The moral of this campaign is to pay attention to your underwear drawer and keep things up to date.”

The campaign consists of two 30 second commercials and two 15 second executions.


  • Tanya Deans, GM Marketing, Pacific Brands Underwear Group
  • Emily Small, Marketing Manager, Bonds
  • Michelle Edgar, Senior Brand Manager, BondsCreative Chairman – James McGrath
  • Executive Creative Director – Ant Keogh
  • Art Director – Tim Bishop
  • Copywriter – Alex Metson
  • Art Director – Nic Buckingham
  • Executive Producer – Sonia von Bibra
  • TV Producer – Pip Heming
  • Document4
  • Managing Partner – Simon Lamplough
  • Senior Account Director – Marnie McKenzie
  • Account Director – Kate Forster
  • Account Executive – Alex Carroll
  • Production Company – Curious Films
  • Director – Mark Gilbert
  • Executive Producer – Peter Grasse
  • Producer – Kate Menzies
  • DOP – Ryley Brown
  • Off line editor – Tim Parrington at The Butchery
  • On line editor – Eugene Richards at The Refinery
  • Audio – Paul Le Couteur and Stevo Williams at Flagstaff Studios

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