Bonds enlists Dustin Martin and Brett Blake for sitcom series ‘Dusty ‘n’ Rusty’ via Special Group
Bonds has launched a sitcom series made up of six micro-episodes titled ‘Dusty ‘n’ Rusty’. The series, developed by Special Group Australia, stars AFL champion, Dustin ‘Dusty’ Martin, and Australian comedian Brett Blake, who plays Martin’s long lost twin brother, Rustin ‘Rusty’ Martin.
Set in Dusty’s ‘home’, the episodes follow the ups and downs of the two as they are forced to live under the same roof dressed only in their trunks due to a broken thermostat.
The six-part series will run across YouTube, Kayo and Facebook.
Says Kedda Ghazarian, marketing manager for Bonds: “At Bonds, we create comfy undies for all men and these entertaining sitcom episodes are a fantastic way to remind Aussie men what we’re all about. Dustin is a long standing and valued member of the Bonds’ family which made him the perfect fit for our first ever content series.”
Says Toby Moore, creative director, Special Group Australia: “To get men to connect with Bonds throughout the AFL season, we decided to use the biggest name in the game, Dustin Martin, in an unexpected way. By pairing him with his little known ‘twin brother’, Rustin Martin, we created The Odd Couple in undies with the help of Max and Broden from the Aunty Donna gang, allowing us to hurl some awesome weirdness at the sports loving Aussie.”
The series launches with the first two episodes, with the rest to be released across the footy season.
Creative Agency: Special Group Australia
Founding Partners: Lindsey Evans & Cade Heyde
Strategy Partner: Rebecca Stambanis
CCO & Partner: Julian Schreiber & Tom Martin
Creative Directors: Luke Thompson & Toby Moore
Writers: Broden Kelly, Toby Moore & Luke Thompson
Designer: Adam Shear
General Manager – Melbourne: Paige Prettyman
Business Director: Emma Salmon
Business Manager: Timmi Tsapaliaris
Integrated Producer: Sophie Simmons
Client: Bonds Australia
Head of Marketing: Karen Dwyer (acting) / Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro
Production Company: Hooves
Director: Max Miller
Executive Producer: John Pace
Producer: Giordi Caputo
Director of Photography: Max Walter
Post Production House: Mr Fox
Offline Editor: Andy Stalph
Online Editor: Felicity Stalph
Music Composition & Supervisor: Thomas Armstrong
Sound House: Bang Bang Studios
Producer: Polly McGregor and Holli Dee
Sound Engineer: Sam Hopgood
17 Comments
Hey that’s our ideas
This made me cringe so hard I think I broke something in my spine
Don’t forget me!
idea?
That is really shit.
A little bit of the special is falling off
Did special group get a bulk discount on Dusty? The third campaign for one of their clients he has been in this year.
Think bigger boys.
Whoever came up with this deserves a dacking.
How come nobody from the agency or client put a stop to this?
It should have been killed before even being presented, but there must have been massive warning signs the whole way through about how terrible this had the potential to be.
It’s one of the worst things I’ve seen in a long time.
doing funny is hard.
That sucks!
Wow, yeah I hate this. It’s so bad.
They remind me of the annoying Mastercard NZ ads with ‘Tum’ and Richie McCaw. One bloke overacting and performing all the dialogue so you don’t realise how wooden the sports star is. But putting Dusty in underwear is a masterstroke in more than one way.
that is horrific
Beautiful production design and art direction.
Why does Special keep putting Dusty in different houses. Is this a multiverse situation? If this is an elaborate brand partnership where the worlds collide, I might be impressed.
These are great. Nice to see something absurd that breaks the typical mould, real Adult Swim vibes. Brave client.