Join the fight against ‘glo-ball warming’: Bonds campaigns for an unusual cause

Bonds has begun its fight against “glo-ball warming” with a campaign for its new self-cooling underpants for men.

The campaign launch film, by Leo Burnett, features a Bonds agent, scanning the temperature of men’s pants and bringing those with high temperatures in to try the new product.

The campaign is based on the insight that men need to keep their groins cool to maintain optimum testicular health.

Bonds marketing manager, Michelle Taylor, said in a statement: “We know that many men are suffering in silence with sweaty balls, so we set out to prove that there really is a better way with Bonds X-Temp. The campaign is a humorous way to get them to stop and think about their current underwear and highlight the tech behind our most innovative undie yet.”

Leo Burnett creative director, Michelle Walsh, said: “Every bloke gets hot, sweaty balls (so I’m told) but they’ll rarely talk about it, let alone do something about it. So, this was a fun, playful way of getting them to consider how they treat their precious cargo and prove to them that the right jocks can make all the difference.”

Leo Burnett creative director, Daniel Pizzato, added: “A lot of men have been ignoring what is a very real, uncomfortable truth. There are some things underwear can’t change but thankfully, there are some things it can. The campaign tackles a big issue by starting small.”

The campaign will run across TV, OOH, radio, POS, digital and social media.


Client: Hanes Australasia – Bonds
GM Brands: Emily Small
Head of Marketing: Kelly McBride
Marketing Manager: Michelle Taylor
Senior Brand Manager: Kedda Ghazarian

Agency: Leo Burnett Melbourne
CCO: Jason Williams
Creative Directors: Daniel Pizzato & Michelle Walsh
Creative: Jim Walsh
Senior Integrated Strategist: Tallon Mason-Kaine
Senior Business Director: Lauralee Cuzner
Senior Account Manager: Kim Thompson
Agency Producers: Eliza Malone & Kaelene Morton

Film Production: Guilty Content
Director: Tony Rogers
DOP: Aaron Farrugia
Executive Producer: Rohan Timlock
Producer: Karen Sproul
Offline Editor: Tim Parrington – The Editors
Colourist: CJ Dobson – The Editors
Online Artist: Jamie Scott – The Editors
Post Producer: Charlotte Griffiths & Claire Perry
Sound: Sam Hopgood – Bang Bang Studios
Music: Nylon Studios
Photography Production: Photoplay Photography
Photographer: Chris Budgeon
Photographer’s Producers: Alison Lydiard & Penny O’Brien

Media Agency: OMD Melbourne


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