LET THE MASH UP BEGIN
The latest Bonds youth underwear collection is a clash of different colors, patterns and styles which led The Campaign Palace, Sydney to naming it ‘Mash’. And in the spirit of the product, the ‘Mash’ was created from an eclectic mix of contrasting iconic dance moves. The dance is performed to Blondie’s ‘Heart of Glass’, covered in a range of styles.
The commercial aims to build on the success of last year’s ‘Kaleidoscope’ commercial, which was spoofed on YouTube by the McKinnon Boys. An on-line ‘Mash Off’ competition fronted by choreographer Leah Howard provides a platform for consumer generated content. The experience challenges people to do the Mash, upload their clips and the public will vote for which ones they like. The popular performances will be crowned with stardom and aired during a prime time TV ad break.
TVC:
Creative Directors: Georgia Arnott and Jon Burden
Creative: Kirsty Gavin
Team Leader: Sasha Firth
Account Manager: Pam Lloyd
Producer: Meredyth Judd
Director: Alex Smith
Choreographer: Leah Howard
Production Company: Boomerang Productions
Producer: Celina Janjic
Editor: Jo Scot
Sound Design: Supersonic
ON-LINE:
Digital Creative Director: Nitin Mistry
Head of Digital Production: Nathan Anderson
Creative Directors: Georgia Arnott and Jon Burden
Team Leader: Sasha Firth
Account Manager: Pam Lloyd
Digital Producer: Meredyth Judd
Production company: Engine
Producer: Celia Nicholas
49 Comments
Ad of the year.
http://www.youtube.com/watch?v=dMH0bHeiRNg
the evolution of dance. it was funny and for a fat bloke he move fluidly between the styles.
in the bonds spot, the fluidity between the dances styles is not there, rather they have relied too heavily on editing to achieve this.
it could have been nice but it’s not.
I love it on so many levels. bonds rule the roost
it’s really nice.
Cool on-line too.
8.58pm,
You are the biggest fuckwit of the year.
Fuck off with your critique – it doesn’t mean shit. Is that really what this blog is about? Trying to find anything, anything at all, wrong with an ad – just to have a say? Are you really that desperate?
What the fuck is wrong with you? It’s girls dancing in undies.
Fuck.
RIP The Campaign Palace.
Rip off of the year – and not even subtle – ripping off the most watched video on youTube is stupid.
Wow, this is hot … the dancers look fabulous, the music is bang on and the moonwalking nicely finishes it off.
Very inspiring.
I love it.
Bonds rocks it – yet again!
Girls prancing around in their undies maybe some peoples idea of what constitutes a great ad ,its not mine.Its not original ,its been done before and better,by many others………
Young birds in their undercracks. How could it lose?
I think it’s fair to say Campaign Palace employee’s are the majority bloggers on this site.
Everything else cops it when this piece of shit gets majority praise.
Love this; bonds ads have nice emotions. Sure the target audience will also love it. Feels fresh.
Love it… Wish I was on that shoot.
Agree. Ad of the year.
Hmmm, jealousy is an unusual beast.
It brings out the funny bits in people.
Do you need a new career? http://www.monster.com
Amazing creative and even better Direction. I smell a lion.
The Campaign Palace has one idea and one idea only. To logon onto youtube and steal the latest Video clips from proper artists.
I agree, RIP The Campaign Palace.
I smell bullshit (aka Campaign Palace bloggers)
Ask your sisters or girlfriends what they think of the ad. Mine love it.
Saying they ripped off a stage performance, is like saying they ripped off Too Many DJs or MTV Mash Up. Give them a brake; it has moved on, it’s great.
9.31 I agree with you but tone it down a bit man. There are other ways for you to articulate yourself other than just expletives. Sheesh. I don’t think this ad is about the history of dance moves.
The ad just rides off a music movement that hit Sydney 3 or four year ago. ‘Mash-ups’ It had been driven by Ajax and the Tsubi crew. Anyone that goes to any half decent nightclub knows this. The music in this ad however is embarrassingly bad. Maybe that’s why he muso didn’t have his credits. The choreography is average at best. If this ad was done in the UK ofr the US that would have really crafted it. You could have used Gideon Orbazanek from Chunky move in Melbourne to choreograph it. The Guy is pretty incredible. Would have also been a lot better if you had of used AJAX to slice the music together, it seemed to work when he did it for Ministry of sound.
It’s just a really lazy/lame attempt guys.
Ad of the year? You guys should spend more time looking at ads. Sorry but having been on lots of juries it wouldn’t make the shortlist. Save your entry fees for a night out guys. No big strategy. No great creative execution.
Sorry, just being honest.
The MD of the Palace should tell their employees to stop writing comments here, it’s getting very embarrassing.
I wouldn’t call this a rip-off, it just isn’t very good.
Are you serious 1.27? Sure it’s the internet and all but there are sarcasm detectors going off the scale on that comment.
Australia will love it. Guaranteed. Cool on-line idea too. Good stuff The Palace. Good stuff Bonds.
I read the blurb and the ad still didn’t make sense.
If I hadn’t read the blurb I wouldn’t even have been aware that there was an ‘idea’.
Mind you, I’m not in the market for girl’s undies.
But surely, you shouldn’t have to be female and barely post-pubescent to understand this.
The Palace is a joke. It really is.
Awww 4:36 you’re just bitter because this is cool. And you could never pull one of these chicks.
8.58 is funny. And correct.
And yes, it is the ad of year.
And to the person who smells a lion?
Funny on so many levels.
http://www.youtube.com/watch?v=j4ujiq8oOro
I have found the true source of inspiration for the ad.
don’t smell a lion – just a rat!
A lazy idea, badly shot, horrendously choreographed with woeful music and way too skinny girls.
And a whole bunch of agency people pretending to have an objective opinion – come on guys – get real!
Ad of the year, so far…
Bonds is not an overtly ad-dy client. As a brand they are not wanting to be intensely conceptual, therefore the creative that is born out of this brand stays true to this. The target market for this ad are NOT you lot – but young girls who love this kind of fun and simple communication, where what they see is what they get.
This ad is not claiming to invent the musical trend of ‘mashup’, we all know its been around for ages – too many dj’s and more recently caps & jones and girltalk. It has simply borrowed from this genre to create something that resonates with the people it is aimed at.
It is a nice and fun ad with a sense of youth – what Bonds stands for. It was not made to win an award and it won’t, but there is one thing i am sure of – any 14-25 year old will really love it and love Bonds for it. There is a lot of shit that gets made that damages a brand and this ad certainly is not one of them.
It’s just a nice ad. It looks good and it’ll probably move some product (almost forgot, that’s what ads are meant for).
It won’t pull metal jungle pussy, but its just a nice ad to get chicks in colourful undies.
I don’t work there.
How is this not just the same ad as before with different underpants, different music and different bum shots?
I like looking at the women in this ad, they look great and it shows the undies off a treat. But I just thought they were doing a dance. I really didn’t get that it was an evolution of dance thing.
In the end it doesn’t really matter, because it was an excuse to show off the product and make it look good, which it did.
It won’t sell any less because people don’t get the joke.
In fact I’ve already bought 5 pairs and I’m a man.
If we’re talking ripoffs, how about: http://www.youtube.com/watch?v=IcN7UYiK8JI&feature=related vs http://bestadsontv.com/ad_details.php?id=12416 ? And yes, I think the Aussie one came first …
weak as shit
6.13pm
whether the aussie one came first, it finished second in the race. love the footy boots ad.
it’s hard to search the world for what’s been done.
i don’t see those guys looking to rip something off.
This a really simple,sweet, clever and funny idea and it doesn’t rely on special effects or dick jokes. I’d be really happy to have this on my reel, well done.
the idea is not evolution of dance. it is obviously mash-up – using hot girls who look great in the product to perform a ‘mash-up’ of dance styles. simple. every girl in sydney wanted to be in this ad, and all in the target market love it and will buy loads of product. its girly, fun and simple and most importantly, Bonds. Its not ‘weak as shit’ – its perfect for the brand and if none of you can understand that you should not be in advertising.
Some numb nuts called this fresh… This is absolute crap. Mash ups were interesting in 1998. For about nine months, until they became completely overused.
Hey 8.41 and the rest of the palace staffers teeming in to protect your precious baby, should you waste your time justifying the perpetual negativity by wading in with a strategic defense…?
Perhaps, but I doubt it.
so hot!
Kids it’s just a bunch of chicks with good bodies in undies if I’ve seen it once I’ve seenit a thousand times and hopefully a thousand more times more.
Hardly worth all this comment.
forget the target audience, I think this is great too. It’s fresh. Seen it around So You Think You can Dance and it’s better than the show. Great that Bonds is sponsoring the show.
Gorgeous girls moon walking in panties. Can I just shake the palaces’ hand?
The KISS principle – Keep It Simple.
Top notch work I reckon. Well done.
That will sell Olives.