Pat Rafter sidelined as ‘foot model’ in new Bonds socks campaign

Former tennis player Pat Rafter is reduced to being a foot model in a new ad for Bonds socks.

Created by Clemenger BBDO Melbourne, the ad takes place at a photo shoot where the long term Bonds frontman is surprised to find out he is a foot model when he prepares to strip off.

Emily Small, head of marketing at Bonds, said: “Pat has been an ambassador for Bonds for over ten years. He was the natural choice when it came to promoting our comfy socks range and is always up for a laugh.”

Set to air from this Sunday night the campaign will roll out across TV, social and outdoor.


  • Bonds
  • Head of Marketing, Bonds: Emily Small
  • Marketing Manager, Bonds: Michelle Taylor
  • Brand Manager, Bonds: Kedda Ghazarian
  • Clemenger BBDO
  • Creative Chairman: James McGrath
  • Creative Directors: Richard Williams & Ant Phillips
  • Group Managing Director: Simon Lamplough
  • Account Management: Paige Prettyman, Rebecca Orlandi
  • Strategic Planner: Michael Derepas
  • Senior Producer: Lisa Moro
  • Print Producer: Sharon Adams
  • Production Company: Guilty
  • Director: Tony Rogers
  • Production Producer: Rohan Timlock
  • DOP: Marin Johnson
  • Editor (Offline): Tim Parrington
  • Colourist: CJ Dobson
  • Online: Sam Coates
  • Sound Engineer: Paul LeCouteur
  • Photographer: Chris Budgeon

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