Unexpected experts help Bonds launch Total Package Undies via Special

Bonds has launched its newest innovation in men’s undies – the Total Package undies – in an integrated campaign from Special.
The campaign features five individual experts – a sushi chef, an expert fisherman, a property advisor, a wine expert and former AFL coach Kevin Sheedy – who each explain the product’s ‘Total Support Pouch’ technology using tongue-in-cheek innuendo.


Other Assets:

A tack box for your tackle: 

A wine rack for your vintage pinot:

A bento box for your three piece sushi:

A game plan for your boys:

Each expert features in one of the five spots created for the campaign, weaving references to the Bond’s innovation into monologues about their specific expertise.

The lead campaign video, ‘a portfolio for your assets’, features property advisor Gavin Rubinstein who talks through the importance of protecting your assets no matter if you’ve got ‘”a big listing or a small one”. Rubinstein is introduced by a man wearing the new technology, who explains he unable to to show the viewer how the technology works, for obvious reasons.

One of the outdoor executions

The campaign creative was based on the insight that Australian men are ‘putting their balls through a lot’.

“Sitting, digging, lifting, crushing, bending, tapping… we put our balls through a lot everyday. With the majority of guys simply disengaged with their undies, we needed to find a new way to cut-through,” said Nathan Rogers, strategy director at Special.

“The innovative pocket pouch in Bonds Total Package™ separates and supports, but obviously it’s a bit hard to show that on camera. So we had to find a way to explain how this new innovation worked, without actually showing it.” said Lea Egan, creative director at Special.

Bonds marketing manager, Kedda Ghazarian, added “Bonds new Total Package™is the next generation in men’s undies with design innovation that supports his bits like never before. We hope our cheeky campaign will resonate with men across Australia and help him understand the comfort that awaits”.

The campaign was launched during the Grand Prix on Sunday and will be supported by online video, social, out of home and podcast integration.

Special Group was named as Bond’s creative agency of record in August 2020, and has since launched a number of campaigns for the brand, including The Future is in Your Undies, Feel the Love, Cheer Bleeders,  and recently the Class of 22 campaign in celebration of its Bloody Comfy Period Undies range.


Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Edwina Moller

CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
Head of Strategy/ Partner: Rebecca Stambanis
Strategy Director: Nathan Rogers
Strategist: Jack Gilbert
Creative Directors: Sian Binder & Lea Egan
Creatives: Simon Dalla Pozza & Lewis Aramayo
Design Director: Keir Vaughan
Designer: Bella Plush
Team Lead: Georgia Newton
Business Director: Michelle Braslin
Business Manager: Phoebe Peralta & Timmi Tsapaliaris
Senior Producer: Sophie Simmons
Stills Producer: Emily Willis

Director: Ariel Martin
Production company: Airbag
Executive Producer: Alex Tizzard
Executive Producer: Martin Box
Producer: Christine Tan / Fiona Pakes
DOP: Tim Tregoning
Offline Editor: Charles Ivory
Grade/Online: Ben Eagleton
Post production – White Chocolate
Stills: Daphne Nguyen – B&A
Retouching: Visual Thing – Ashley Peat
Sound House: Rumble
Sound Engineer: Cam Milne
Sound EP: Michale Gie

Media agency: OMD
Business Director: Laura Nathan
Strategist: Susie Wall
Account Director: Camilla Wallace
Account Manager: Michael Gregory
Account Executive: Amy Hallinan
Trading Manager: Tilly Johnstone
Trader: Spencer Egan-Tanner
Activation Account Manager: Lisa Lee


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