Bonds urges men to fight ‘Glo-ball Warming’ in latest campaign via Leo Burnett, Melbourne
In its latest offering via Leo Burnett Melbourne, Bonds is encouraging blokes to spare a thought for the health and comfort of their balls. More specifically, how a rise in global temperatures is steaming them like a couple of dumplings. It’s a “mandemic” that’s been playfully dubbed, Glo-ball Warming.
This large scale national campaign comprising TV, OOH, radio, POS, digital and social media activity, launched over the weekend and encourages men to fight the good fight and pull on a pair of Bonds X-Temp – the latest in undie innovation with built in technology to trigger cooling when your body temperature rises. Science!
Says Michelle Taylor, marketing manager, Bonds: “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.”
While it’s quite clearly having a laugh, Glo-ball Warming is based on real research that suggests men should keep their balls cool and comfy in order to promote optimum testicular health.
Says Michelle Walsh, creative director, Leo Burnett: “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.”
Says Daniel Pizzato, creative director, Leo Burnett: “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.”
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
29 Comments
Uninspiring and similar to Jockey Australia’s award winning ad (complete with identical meatballs frying on hotplate shot.)
https://www.youtube.com/watch?time_continue=35&v=-Dq5NaRd73c
What a missed opportunity. Best brief ever, and Leo’s come up with this!?!
The boys are sobbing in their swings…
This is unwatchable. The gags don’t land and the whole thing feels forced.
As for ‘Glo-ball Warming’, whoever is responsible needs to get fired.
Is global warming a laugh?
yeah
All the cleverness and premium appeal of bonds just evaporated.
After years of building brand equity to maintain their price differential, we now are in the bargain bin of advertising.
It’s stupifying that so many people waived this nonsense through.
You guys all work for other agencies huh? Hence your eagerness to shit on another agency’s work because you view it as a threat to the flimsy thread that your (and everyone else’s) jobs constantly hang by. One more client loss and BOOM, you might be outy. Not your fault, just the way the world is. But at least see it in yourself eh.
Amen @ alltheabove, everyone is so eager to shit on other peoples work when they don’t the full story, where is the ‘creative collaboration’ everyone harks on about. Don’t shit on!
Trust me, nobody is threatened by this work.
Sounds like you’ve been spending too much time at home reading the CB blog. Calm down please.
So, you DONT work for other agencies you just like to offer un-constructive anonymous criticism of your peers because…..why exactly?
This is a lot like the Bonds stuff. Sorry to be that guy.
No skin off my nose but 3 different mates have shared this ad with me already. Seems like the punters are gagging for it.
Here come the smartass commentary replies.
funny but off brand .
In what way?
Maybe it will go viral Punterlicious. Like a viral video.
Nice production quality
Off brand? How so?
Bonds have many facets to their brand – you’ve got edgy Queendom stuff, the wholesome sunny stuff, then you’ve got the tongue in cheek stuff, like the Gracie Otto film, the two boys hanging in the ‘balls’, the BOOBs things and….this. It’s very much ‘on brand’
A few snarky industry comments can’t detract from the fact that the average social media punter is loving this campaign sick. Great work Leos.
I’ve been wearing boxer shorts, Y-Fronts, Bonds, Jockey. You name it.
And I’ve never, ever, had a problem with my balls.
Just saying.
Tinder bio?
Quote “they [that is, men] will rarely talk about sweaty balls, let alone do something about it”.
You might want to begin with “they will rarely notice it”.
Who wants to bet this product will top Choice’s annual Shonky Awards?
As Gruen taught us: first you fake a problem that never existed, then you fake a solution to the problem, and then create demand for this fake solution.
Really really shit campaign.
?
Correction: Really really shit ad for TV with families etc. WTF are Bonds thinking? Underworks is moving in on your market as you slowly diminish your brand. Bloody good ad for digital though. ?
Why did two CDs need to craft press release statements for a couple of 15 second spots? Hashtag overkill, hashtag rare opportunity for self-PR, hashtag base humour, hashtag your calls aren’t made of steel.
Never buying Bonds again! and neither are my adult children. Must be trying to appeal to idiot climate change sceptics like Alan Jones and his moronic followers.
Its a shame a big company like bonds sees climate change as a joke.
I will not support it and stop buying products!