Bonds unveils ‘The Never Ending Nappy’ campaign for new Wonderbums range via Special Australia
With the launch of Wonderbums, Bonds is taking on the category with a campaign developed by Special Australia, that subverts the cutesy tropes so common in nappy advertising with a fresh and truthful tone. Because every parent out there knows that deja poo is real.
Brought to life by director Glenn Stewart, the film showcases a presumably sleep deprived Dad in the midst of a nappy change having the realisation that Wonderbums can be used over and over and over and over and over and over and over and over and over and over and over and over and over and over and over and over again.
The campaign plays with the idea of the never-ending nappy in multiple media channels with striking outdoor as well as TVC, OOH, OLV, social, display, and owned channels. Additionally, organic content will be shared on social media platforms such as TikTok, Instagram, and Pinterest.
Says Kedda Ghazarian, marketing manager, Bonds: “Our new Wonderbums reusable nappy launches us into a completely new category for Bonds – one that felt natural given our credibility in baby and focus on absorbency innovation. The campaign is a cheeky nod to the joys (and realities) of nappy changes and helps Aussie parents to navigate a new way forward – a comfier solution to help slow the flow of disposable nappies ending up in landfill.”
Says Ryan Fitzgerald, executive creative director, Special: “No parent launches themselves into reusable nappies because they’re excited for the challenge—they’re doing it in service of the little bum they’re covering. And a nappy you can use over and over and over and over again is a nappy that you can feel good about.
Client: Bonds
General Manager, Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Edwina Moller
Agency: Special Australia
CEO/Partner: Lindsey Evans
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Rebecca Stambanis
Managing Director: Sarah Raine
Head of Strategy, Melbourne: Nathan Rogers
Senior Strategist: Leoni Simon
ECD: Ryan Fitzgerald
Creative: Magnus Flynn, Lewis Aramayo
Design Director: Dan Jones
Finished Artist: Jen Bailey
Team Lead: Georgia Newton
Business Managers: Linh Diep & Ayesha Kithulegoda
Head of Film & Content, Melbourne: Sophie Simmons
Senior Integrated Producer: Charlotte Wren
Studio Production: Sonia Ebrington
Senior Digital Producer: Stacey Szabo
Film Production Company: Collider
Director: Glenn Stewart
Cinematographer: Max Walter
Executive Producer: Karen Bryson
Senior Producer: Tom Slater
Post House: Collider Studios
Editor: David Canning
Vfx: Glenn Stewart
Grade: Matt Fezz
Music & Sound: Rumble Studios
Composer: Pete Corrigan
Sound Designer: Liam Annert
Producer: Bec Ivanov
Stills Production Company: The Kitchen
Photographer: Alex Parker
Head of Production: Manuela Leigh
Retouching: Visual Thing
Media Agency: OMD
20 Comments
A great product. A great idea that balances humor and truth. Terrible end result
Awesome work Special. Great work Magnus and Lewis!
Anything but shit, good stuff guys!
Lekker Mango x
Great idea Bonds. But wow this ad is REALLY REALLY terrible.
Well done team
I’ll buy a Prius, offset my flights, install solar, erect a wind turbine, rinse my yoghurt tubs, remember my KeepCup, say no to a straws, bring my own water bottle, collect my 10c can deposit, mulch, wear a jumper instead of putting on the heater, buy a bike AND go vegan before I’ll scrape shit out of a cloth nappy 4 times a day for 3 years.
Great ad though…
Just turn it inside out yea?
mmmm
the Poo infinity symbol. That’s clever. Parents know what shit and nappies are like – no need to embellish with psychedelics. Sleep deprivation does that.
We had those when I was a kid. They were called nappies.
You’re right. This is not a new product
So true it’s almost not funny. Bet the product manager who ‘came up with it’ is paid more than you and I combined. And I’m paid a lot.
They’re kinda special. So it’s not just a clever name.
The “this ad’s been done before” crowd has evolved to “this products been invented before”.
yeah Lew!
Why does the dad go into some trance about changing the nappy – is that a good thing, or is he fearful of it?
I have no idea what the message is here
Anyone else getting Kathmandu vibes from this ad? feels like ‘superimpose massive person above a surreal landscape’ is the Special go to creative trick du jour.
The poo infinity logo is fantastic. But the rest of the campaign feels a bit overcooked. Really different for the poo category though so applause for that.
Oh my god. Reusable nappies. What’ll they think of next? Gun powder?