Men don’t pay much attention to either their undies or their health, but they do care a lot about their boys. Bonds X-Temp undies have the advantage of cooling the boys (which helps them to stay healthy). Leo Burnett has added something else that appeals to men, absurd humour, in its campaign. There’s also the top buzzword of the year, “ball cooling technology”.
The campaign has borrowed the problem of global warming, to highlight the problem of Glo-ball Warming, a phenomenon that’s (not literally) cooking men’s genitalia, according to Bonds. Two six-second support spots reinforce the message by focusing on the campaign’s most disquieting visual metaphors. Despite the humorous delivery, Glo-ball Warming is based on real research that suggests men should keep their balls cool and comfy in order to promote optimum testicular health.
The campaign is running nationally on TV, OOH, radio, POS, digital and social media activity.
Bonds Marketing Manager, Michelle Taylor, commented, “We know that many men are suffering in silence with sweaty balls, so we set out to prove that there really is a better way with Bonds X-Temp. The campaign is a humorous way to get them to stop and think about their current underwear and highlight the tech behind our most innovative undie yet.”
Leo Burnett creative director, Michelle Walsh, commented, “Every bloke gets hot, sweaty balls (so I’m told) but they’ll rarely talk about it, let alone do something about it. So, this was a fun, playful way of getting them to consider how they treat their precious cargo and prove to them that the right jocks can make all the difference.”
“A lot of men have been ignoring what is a very real, uncomfortable truth. There are some things underwear can’t change but thankfully, there are some things it can. The campaign tackles a big issue by starting small,” added Leo Burnett creative director, Daniel Pizzato.
https://youtu.be/3RhRwDjO4dE
https://youtu.be/pKMCTRDnmfU
https://youtu.be/z5fRzTRU0Ec
Credits:
Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Directors: Daniel Pizzato & Michelle Walsh
Creative: Jim Walsh
Senior Integrated Strategist: Tallon Mason-Kaine
Senior Business Director: Lauralee Cuzner
Senior Account Manager: Kim Thompson
Agency Producers: Eliza Malone & Kaelene Morton
Film Production: Guilty Content
Director: Tony Rogers
DOP: Aaron Farrugia
Executive Producer: Rohan Timlock
Producer: Karen Sproul
Offline Editor: Tim Parrington @ The Editors
Colourist: CJ Dobson @ The Editors
Online Artist: Jamie Scott @ The Editors
Post Producer: Charlotte Griffiths & Claire Perry
Sound: Sam Hopgood @ Bang Bang Studios
Music: Nylon Studios
Photography Production: Photoplay Photography
Photographer: Chris Budgeon
Photography Producers: Alison Lydiard & Penny O’Brien
Media Agency: OMD Melbourne
Client: Hanes Australasia [Bonds]
GM Brands: Emily Small
Head of Marketing: Kelly McBride
Marketing Manager: Michelle Taylor
Senior Brand Manager: Kedda Ghazarian
