Knobby shows the unfortunate side of a ‘boys trip’ in new campaign

Knobby has launched its latest humorous campaign, created by Priceless Productions, which encourages consumers to tag their mates and connect over horror stories from a boys trip.

The subscription underwear brand is known for its larrikin takes on Aussie humour, and the new campaign features a fortune teller informing a group of mates what could go wrong on their night out.

After its campaign earlier this year, the Species Of Isolators video, released during COVID lockdowns Knobby wanted to give its customers some easy entertainment away from the worries of the current climate.

Knobby founder and CEO, Rob Rand, said the brand once again decided to lean into its fun-loving positioning in the market.

“We are always looking at ways we can surprise and excite our customers beyond offering them a great product and customer experience, the natural solution for us was to lean into our fun-loving nature,” he said.

“Like any business, our customers are the reason why we are here and having the opportunity to create campaigns to entertain and not give the viewer the hard sell is something we love to do for them.

Knobby is based on the Sunshine Coast, and reaches subscribers in Australia, Europe, The US and Asia, releasing new designs of undies every month.

Priceless Productions, who also created Knobby’s last campaign video, filmed the latest video in Melbourne during lockdown.

Creative director Max Price said Priceless was committed to making COVID-free content this time around.

“From the outset, we were committed to making COVID-free content focused on mates, good times, and relatable banter, given the stress a lot of people have experienced we wanted to make them laugh and encourage them to connect with their mates,” he said.

“The challenge for us was not coming up with the idea for the content, but how we would execute all of the filming in Melbourne where we are based, meaning we had to film under strict COVID restrictions.”

“We’re very proud of the work we have created and how we overcame the challenges to make it happen, we can’t wait to continue rolling out this campaign.”

The next piece in this content campaign is set to be rolled out in the coming weeks across Knobby’s social and online channels.


Production Company: Priceless Productions
Creative Director: Max Price
Senior Producer: Lia Jackson
Producer: Lily France
Directors: Max Price & Luke Goodall
Writers: Max Price & Luke Goodall
DOP: Aldi Godjali
Editor: Chris Doherty
Sound: Alex Christensen
Talent: Tom Flanagan, Mahalia Brown, Mitchell Holland, Rohan Ganju, Luke Goodall and Max Prince.


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