Special: Bonds calls in experts to coach men about protecting their assets

Bonds wants men to protect their assets and it has enlisted the help of five industry experts – a sushi chef, an expert fisherman, a property advisor, and former AFL coach Kevin Sheedy to explain why that;s important and how to “maintain your tackle”, and “win the ball game”.

The double entendres are wonderful. The campaign is an attention magnet. The new campaign was created by Special, to launch, Bonds Total Package undies with their unique Total Support Pouch.

The campaign is based on the insight that Aussie blokes put their balls through a lot.

“Sitting, digging, lifting, crushing, bending, tapping… we put our balls through a lot everyday. With the majority of guys simply disengaged with their undies, we needed to find a new way to cut-through,” stated Nathan Rogers, strategy director at Special.

“The innovative pocket pouch in Bonds Total Package™ separates and supports, but obviously it’s a bit hard to show that on camera. So we had to find a way to explain how this new innovation worked, without actually showing it,” added Lea Egan, creative director at Special.

Bonds Marketing Manager, Kedda Ghazarian, added “Bonds new Total Package™is the next generation in mens undies with design innovation that supports his bits like never before. We hope our cheeky campaign will resonate with men across Australia and help him understand the comfort that awaits”.

The TV commercials are supported by OLV, social, OOH, and podcast integration.

Credits:

Client: Bonds
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Edwina Moller

Agency: Special Australia
Chief Executive Officers & Partners: Lindsey Evans & Cade Heyde
Chief Creative Officers & Partners: Tom Martin & Julian Schreiber
Creative Directors: Sian Binder & Lea Egan
Creatives: Simon Dalla Pozza & Lewis Aramayo
Head of Strategy & Partner: Rebecca Stambanis
Strategy Director: Nathan Rogers
Strategist: Jack Gilbert
Design Director: Keir Vaughan
Designer: Bella Plush
Team Lead: Georgia Newton
Business Director: Michelle Braslin
Business Managers: Phoebe Peralta & Timmi Tsapaliaris
Senior Producer: Sophie Simmons
Stills Producer: Emily Willis

Production Company: Airbag
Director: Ariel Martin
Executive Producers: Alex Tizzard & Martin Box
Producers: Christine Tan & Fiona Pakes
DOP: Tim Tregoning
Offline Editor: Charles Ivory
Grade & Online: Ben Eagleton

Post-Production: White Chocolate
Stills: Daphne Nguyen @ B&A
Retouching: Ashley Peat @ Visual Thing