Australian actor Rachael Taylor fronts new Bonds campaign via The Campaign Palace Sydney
Bonds is launching its new range of microfibre and mesh Hipsters this weekend with a new campaign by The Campaign Palace Sydney, featuring Australian actor Rachael Taylor.
The star of Transformers, Grey‟s Anatomy and the widely anticipated Charlie’s Angels, has been signed as this summer’s Bonds girl. The ‘Feel the Colour’ campaign is a step change for Bonds – a strategy to reinvigorate the segment, reinforce its market leadership and attract the attention and loyalty of ‘light’ Bonds users.
Says Zoe Hayes, brand manager Bonds: “These occasional Bonds users shop other brands because they’re looking for more ‘girly’ styles and fabrics than the cotton lycra range offered by Bonds. Feel the Colour amplifies the product benefit – the way your favourite hipster in great new fabrics makes you feel. The new campaign captures both the tactility of the new range and its vibrant new colourways, delivered with the energy that Bonds is famous for.”
Says The Palace art director, Sarah-Leith Issard: “‘Feel the Colour’ is a wonderfully simple idea that is a great addition to the many much loved Bonds commercials created in partnership with the Palace.”
The campaign will work across TV, PR, instore POS, Facebook and Digital Media.
National chief creative officer: Reed Collins
Writer/art director: Sarah-Leith Izzard
Strategy: Karen Dwyer
Group account director: Veronica Makiv
Account director: Polly Blenkinship
Agency producer: Jacqui Gillies
Production company: Exit Films
Director: Kiku Ohe
Producer: Suzanne Mallos
Editors: The Editors
Media: Mediacom
Bonds: Kate Hann, Tanya Deans, Zoe Hayes
61 Comments
Awful, just awful.
good summer feel – well done!
Just watched some of the old bonds ads, in the “related” section. Reminded me bonds ads used to be pretty damn good. This is David Jones standard.
funny that as the new boss is from DJ’s!
Good ad.
its pants!
what a phenomenal waste
This doesn’t deserve to be on this site. It’s just someone shooting a girl prancing around in her pants. There’s no idea. How did the script read? ‘Open on girl in garden. She prances around in her pants. End Super.’
I’m feeling something… and it ain’t summer
Hot girl prancing around in a garden….Win!
Best thing I’ve seen on the blog in ages.
Is the butterfly some kind of pornographic signifier or is that just me. nice shot of the red/orange panties btw. And was that shot with a DSLR???
It’ll sell a container load of panties and RT looks hot. Job done.
Are telling me that’s the best butt shot out there?
Wow, slo motion, how fresh. She’s beautiful, but from a filmmaking standpoint, even as a communication, the bar is now flat on the ground.
Sad really as the old Sarah O’Hare work was by-and-large interesting to watch.
Oh dear god…. the visuals are just amateurish.
We open on a girl wearing skimpy underwear in the garden. Butterfly. Flaps.
Wet. Super.
Pretty pictures of undies? You’d think this was made for teenage girls! Not ad types like myself…pfft
This is going to win a GOLD STIFFY.
awful just awful seems to be on the money
Great work.
Kudos, Josh Lawson.
Good ad. Simple, but effective idea. Should help to boost Bonds sales. Job well done.
vacuous
Good ad. Well suited to the intended demographic, and should be very effective.
All made in the edit.
I’ve had a few treatments come in from these guys and always found them over-cooked, too may bells and whistles that wouldn’t actually help the idea or storytelling. And sadly that’s whats happened here. Feels like the director led this one, not the agency.
Ive got half a mongrel. Ill buy a pair of Rachel’s panties.
Simple story, effectively told, and should appeal to the intended demographic.
“Feel The Haters” LOL
Wow…..after paying RT big bucks to star in an ad, this was the best that the palace could come up with? The CD has to be the winner for the most over hyped creative to arrive in Sydney for some time….a very, very average ad at best!
Hey Ron
Have you ever tried jazzercise or a deep breathing routine? They say it really helps.
Hope it all works out.
J
Guys, can anyone tell me what the music is? or was it just created for the ad? Cheers!
Jealousy works in mysterious and desperate ways 7:46.
Everyone is coming out of the woodwork with this one. My two cents – some great images, catchy song – god awful edit.
I get the idea. new colors and fabrications .all good I say.
“Every bounce of her perky little bottom sent a bolt of pain through my soul. I’ll never get in those bonds again.”
Ok it’s boring, humourless even. But in reality you get like 3 hours with these celebs – not much you can do really? I’m sure the close up is a butt double. If it’s RT she needs a new agent.
6.29 ‘Simple story, well told’. What story? Its just a fashion montage. Pretty girl, nice location, and come back with 4 hours of rushes from the DSLR and find the snippets to turn into a montage. Where’s the interest or skill there?
@3:07
I agree.This is just crap.I would be very suprised if Bonds don’t change agencies,lacks any sort of story or idea – just very lazy and underwhelming creative.I would say that there should be even money on either a marketing change at bonds for allowing such average work to see the light of day or the palace being fired.Is it just me or has their creative got steadily worse sine the Fish was replaced.
I defy anybody to look at the excellent previous work for Bonds and say that this is even a pale imitation of it. Clearly the team who did the previous work have moved on and the client would do well to find them quickly.
@ 11.03 – Moved on, or been smart enough to jump ship. What do you expect when clueless dinosaurs are running the show. RIP the Palace.
So many haters ! This is campaign brief though, so agency should expect some criticism – but the level of bitchiness is out of control. Its not the best bonds ad by any stretch, but i quite like it and no doubt shtloads of teen girls will go and buy the knickers. Not sure if thats the point of marketing? Not my area of expertise.
1103. It’s not that differnt to the previous stuff. Not that different at all. Chicks in undies jumping or skating around.
whats hard to believe is they put this campaign out to creative pitch!. wtf did they judge the work then on and why waste other agencies time if in the end you’re only going to produce this mindless wallpaper?
its fashion look book stuff that sells HEAPS of product to youth girl.simple formula and it works.
Erk….the creative direction on this spot is all over the place. I fall right into the target audience zone for this product and I can’t say it does a thing for me at all. I much prefer the sassiness of the previous Bonds spots; this one’s just badly shot and far too naff overall for me to get into. The tone just doesn’t match the product, sorry.
Are you sure this is Palace work…I remember….
You had a ‘Strategy’ working on this?
I’m not laughing. Promise.
the latest target spot from the palace sounds and looks like this.
http://www.youtube.com/watch?v=6Lk0IhWvnC4
Is this another music video thingy just the same as that other one with Jennifer Hawkins? Coooool. Hot chicks for fashion is a guaranteed product mover. If Exit charged more than $15k for it then someone got reamed – a film student can do this in 5 hours with minimal crew and a younger hotter girl every day of the week. Charging big dollars for this is like the London riots – just plain stealing.
Why’s this stuff coming out?
Good or bad, great ads always get people talking
this will only get creatives on this blog talking. no one else will even notice it…
Who’s the music by? Is it specific to the ad, or a track from elsewhere chopped into 30 secs?
Read elsewhere that it could be ‘Mighty’, from Lord Huron, but don’t know whether that is correct.
Best ad on TV atm.
Jesus you guys need to chill and find something decent to criticize. Great looking girl, bright colors, gonna sell some undies. Beats the Pat Rafter ads, surely.
The song is indeed ‘Mighty’ by Lord Huron.
What does
National chief creative officer: mean?
I’m a female 22 year old studying at Griffith uni, and I love this ad. Pretty colours, fresh faced Rachel Taylor, fun, summer!!