Remember that evening in the 90s when you wore cheap (synthetic) teensy-tiny ruby red g-strings? Bonds’ hero character, Kimberley does. She wore “the dental floss of Satan” to meet her boyfriend’s parents. It didn’t go well.

Leo Burnett is retelling Uncomfytales about past undies disasters to remind women over 40 that there’s a Comfytails alternative to being tortured by your underwear.

Sarah McGregor, head of copy at Leo Burnett Melbourne, commented, “Everyone has a tale of underwear woe -and they’re nearly always painfully funny.”

Each story is a flashback to the nineties when these women were in their twenties. And each story is an undies disaster of epic proportions to make Bonds’ point – with a generous dose of humour added to keep women engaged. The campaign talks to women who are looking for comfort as well as fashion in their underwear.

Emily Small, head of marketing at Bonds noted, “These tales will resonate with women who are looking for underwear that feels as good as it looks.”

The TVCs are supported by magazine and online content.

Credits:

Agency: Leo Burnett Melbourne
Chief creative officer: Jason Williams
Copywriters: Sarah McGregor & Garret Fitzgerald
Art director: Joe Hill
Senior agency broadcast producer: Cinnamon Darvall
Senior designer: Tiffany Wilson
Group account director: Amanda Nicoll
Account director: Emma Lazarou
Director of integrated strategy – Ilona Janashvili

Production company: Finch
Director: Alex Roberts
Senior producer: Kate Merrin
Producer: AnnaTara Clark
DOP: Tim Tregoning
Editor: Rodrigo Balart
Sound: Soundlounge

Client: Bonds

Head of marketing: Emily Small
Marketing manager: Michelle Taylor
Senior brand manager: Mahli Pullen