Clemenger BBDO Melbourne knows that if Aussie men paid attention to what their balls were telling them, they’d wear better undies – like Bonds.

But the agency found out that, on the whole they, “happily wear jocks that are old, ill fitting and riddled with holes, only buying a new pair when they absolutely have to.” Undies sit on a very low rung on the ladder of things men think about.

And as for talking about undies? That’s definitely not what happens when blokes get together. But then, men do care about their balls. So Clemenger BBDO decided to get men and their balls talking to one another.

“Men’s testicles have to put up with a lot in life. Heat, cold and (shudder) impact all affect them. The least men can do is keep The Boys comfy in a nice new pair of Bonds undies,” Clemenger BBDO Melbourne group managing director, Simon Lamplough, noted.

The campaign is a series of online films about the everyday life of a pair of balls and the things they have to put up with – like fancying the woman across the boardroom table, getting smacked against another object…

…getting itchy and being really!!! comfy. They’re funny ‘coz they’re true. That’s also what makes them even more shareable. Everyone has a friend (or five) whose balls behave like these two.

The first film, The Boys – Part 1, has been released online and will run across paid and owned social and digital channels. Subsequent instalments will be released over coming weeks.

Campaign credits:

Client: Bonds

Head of Marketing: Emily Small

Digital Marketing Manager: Ryan Wilson

Agency: Clemenger BBDO Melbourne

Creative chairman: James McGrath

Executive creative director: Ant Keogh

Creative directors: Ant Phillips & Richard Williams

Senior producer: Karolina Bozajkovska

Group managing director: Simon Lamplough

Account director: Grant Oorloff

Planning director: Michael Derepas

Production: Guilty Content

Director: Tony Rogers

Producer: Jason Byrne

DoP: Marin Johnson

Editor: Richard Hamer @ HM Creative

Online: Stafford Wilson, Kitset Grafix/Sam Coates @ FINISH

Sound: Paul Le Couteur @ Flagstaff