Bonds enlists unexpected experts for Bonds Total Package undies launch campaign via Special
A sushi chef, an expert fisherman, a property advisor, and former AFL coach Kevin Sheedy, are amongst five industry experts enlisted to explain and espouse the benefits of ‘protecting your assets’, ‘maintaining your tackle’, and ‘winning the ball game’ in a new campaign for Bonds Total Package via Special Australia.
The campaign launches Bonds’ newest game-changing innovation in men’s undies, Bonds Total Package. With its unique Total Support Pouch technology, Bonds has created an underwear offering that separates and supports, taking comfort to a whole new level, and cementing Bonds’ position as the leader in comfort and innovation.
The campaign is based on the insight that Aussie blokes put their balls through a lot.
Says Nathan Rogers, strategy director at Special: “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.”
Using tongue-in-cheek innuendo, woven through monologues about their specific expertise, the 5 industry experts talk about the innovation in their pants in a humorous and relatable way.
Says Lea Egan, creative 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.”
Says Kedda Ghazarian, marketing manager, Bonds: “Bonds new Total Package is the next generation in mens 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.”
Like a bento box for their three piece sushi, the tidy campaign is supported by OLV, social, OOH, and podcast integration.
Client: Bonds
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Edwina Moller
Agency: Special Australia
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
Media Assistant: Kailam Dirckze
40 Comments
Nice work Lea and Sian
Unbelievable creative and refreshing! Well done!
I don’t see ‘The Big Short’ in the credits list?
I’ll pay that. Kept watching. Tonally smart and not OTT.
Saw the real estate version on TV yesterday and thought it was a very good idea and a fresh way to tackle the brief. That it’s a campaign is great news.
These are incredible. Had me in stitches. Love that they are part of a series.
Ah yes, using metaphors to convey a point is exclusive to Margot Robbie in a bath tub. Nobody else may ever use metaphors. Great point. Smart.
What a great campaign. Hard to pick a favourite but probably the musty Pinot guy. Please make more.
rare to see a campaign roll out like this where every one is funny. GG
What a fun way to talk about the goods! Ace work team
Metaphors are free reign, but it’s the exact same script mate
I like these. Good choice of talent.
Loved this. Nice work Bella x
Well done
haha yeah i love that part in the movie where margot robbie talks about her cock and balls
Come on, if you can’t see the total similarity between that scene and this idea you’re being wilfully ignorant.
Either the creatives, or the director watched that scene and tried to make to recreate it. Don’t pretend they didn’t.
The idea is simple and had the potential to fall flat, but the craft on these scripts made every single one of these hilarious. Well done Special
https://www.youtube.com/watch?v=lYSOmYyNHpU
I don’t understand these.
Yes, you can’t show your cock.
But why experts in other fields drawing parallels.
The idea is: we can’t show our cock but experts can talk about undies?
I’m confused
These are so great. Mad respect. Love your work Lea and Sian.
If you truly don’t understand these, I feel sorry for you.
Lovely. @what is an idiot.
simplify for you. because funny.
Great use of referencing the big short. film nicely. Shot too.
…on earth are you doing on this website?
To anyone who doesn’t understand film making, including crafting TV commercials, here’s filmmaking expert Quentin Tarantino to explain how every film he’s directed or written has been loaded with countless homages, lifts, and references to books, movies, TV shows, TV commercials and music.
Great work Simon & Lewis….
UHH AcTuAllY Quentin it’s been DoNe
– A person who has only had original thoughts for their entire life
Here comes the ‘ideas don’t need to be original’ brigade
These are funny as.
This is very refreshing
I really don’t care that two female creatives wrote an ad for men’s undies, they’re fun spots, but if this were the other way around there’d be uproar in the comments section.
for your 3 piece feed.
Props to great clients for buying excellent work
Love these.
What I love more? The CD’s and head of strategy are female!
It shows what diversity can bring to an idea despite the the target audience being men.
Blows out of the water the constant argument that gender should determine what briefs people work on.
People make a living out of this argument! Only females should work on household goods briefs because they are the one’s shopping etc.
I agree with one of the comments above. If a male CD team and planner had worked on a Bra brief can you imagine the uproar?
Well done Special for flipping the narrative.
The musty Pinot one is an absolute cracker. They’re all great, but that’s comedy gold. Love that female creatives and strat are behind these too.
And that’s how you do it!
These are great – the whole package.
These will clean up. You read it here first.
These are great.