Late last year, Clemenger BBDO Melbourne worked out how to get men to care about their undies, after research by Results from Nature Research and Roy Morgan showed that Australian men’s purchases of new underwear are far and few between.
This is not what the maker of men’s undies wants to hear.
So Bonds asked Clemenger to get men to start buying better undies more often. And Clemenger’s creatives did that by reminding them that their undies look after their balls. Men care about their balls.
The Boys, the two talking testicles who let men know what they have to put up with everyday via their online videos last year, are back. And now they’re on TV as well.
This year, they get blasted with talc, get a shave and go for an (ouch) cycle.
Emily Small, head of marketing, Bonds, commented, “The campaign takes a light hearted view of what really might go on inside men’s underpants. It’s a reminder to make sure your boys are always comfy.”
Because Bonds also thinks men and their boys need a break, it is partnering with Uber to treat fans to a very comfy ride too. Bonds will offer $50 off rides to State of Origin Game 1 match on Wednesday June 1 at Sydney’s ANZ Stadium. Fans and customers can jump on the Uber app from 6.30-7.30pm ahead of the game, and a unique code will be set up that can be plugged into the app.
The new campaign will be seen in OOH and point of sale as well as TV and online. And The Boys are on Twitter: @RobandDennis
Credits:
Agency: Clemenger BBDO Melbourne
Ant Keogh: Executive creative director
Ant Phillips & Richard Williams; Creative directors
Simon Lamplough: Group managing director
Kellie Lennon: Business director
Michael Derepas: Senior planner
Karolina Bozajkovska: Senior producer
Sharon Adams: Operations director
Production company: Guilty Productions
Tony Rogers: Director
Jason Byrne: Producer
Marin Johnson: DoP
Micheal J Luteman: Editor (c/o The Butchery)
Photographer: Chris Budgeon
Client – Pacific Brands Underwear Group
Emily Small: Head of marketing
Mahli Pullen: Senior brand manager
Jessica Harvey: Brand manager
