Bonds tells tales of uncomfortable underwear in new Leos campaign for Comfytails

Bonds is promoting its new Comfytails underwear with a series of ads telling the ‘uncomfytales’ of women and their poor underwear choices.

Bonds 'Uncomfytales'

The ‘Uncomfytales’ tell stories of poor underwear choices

Created by Leo Burnett Melbourne, the ads flash back in time to show a woman in her 20s, shedding light on humiliating events where ‘fashionable’ underwear have caused havoc.

The first spot shows  a woman meeting her boyfriend’s family; however, when her underwear is no longer bearable, she tries to flush them down the toilet only to flood the bathroom.

In a second ad, a woman wears a pearl g-string on a bus. When the bus comes to an abrupt halt, the pearls fall out of her pants.

The new work aims to promote comfort as the latest era of underwear fashion, ahead of uncomfortable underwear trends.

Emily Small, head of marketing at Bonds, said hopes the stories will “resonate” with women who want underwear that “feels as good as it looks.”

Sarah McGregor, head of copy at Leo Burnett Melbourne, agreed the campaign would resonate with women, saying almost everyone has an “underwear woe.”

Other ads include ‘Uncomfytales’ of the ‘Hammocks of Misery,’ ‘Sweat-a-chinos’, and the ‘Human Sausage’ where a woman shreds, lights on fire and blends her old underwear.

The campaign will run across TV, magazines and online.


  • Client: Bonds
  • Head of Marketing: Emily Small
  • Marketing Manager: Michelle Taylor
  • Senior Brand Manager: Mahli Pullen
  • Agency: Leo Burnett Melbourne
  • CCO – Jason Williams
  • Copywriters: Sarah McGregor & Garret Fitzgerald
  • Art Director: Joe Hill
  • Senior Agency Broadcast Producer: Cinnamon Darvall
  • Senior Designer: Tiffany Wilson
  • Group Account Director: Amanda Nicoll
  • Account Director: Emma Lazarou
  • Director of Integrated Strategy – Ilona Janashvili

Production: Finch

  • Director: Alex Roberts
  • Senior Producer: Kate Merrin
  • Producer: AnnaTara Clark
  • DOP: Tim Tregoning
  • Editor: Rodrigo Balart
  • Sound: Soundloung

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