It may be the lamest pun ever created but it’s also very clever. It makes you look. And makes you smile. Bond’s Chafe Off undies by Special imagine a world without friction using two paragons of friction as its metaphors, a Gordon Ramsay-like professional kitchen and a rugby scum – but with a twist. The chefs are screaming support and appreciation for one another with their trademark passion and intensity and the scrum is a melée of compliment-laden words of affirmation.
The campaign aims to engage an audience that has low interest in underwear commercials. The underwear has been designed to soothe, creating a nicer, happier, friction-free world.
The campaign’s chafeless utopia sets up the possibility for BONDS to play an active role in helping people bid Goodbye to Friction in all aspects of life. Be it among sporting rivals, between reality TV contestants or in heated gridlock traffic, there’s no bit of prickly friction that can’t be soothed.
The campaign is running in online video, social OOH and POS.
“From all caps emails to gnarly carpark interactions, band breakups to the global political climate, friction really does have a lot to answer for. There’s plenty that can be soothed by simply donning a pair of BONDS Chafe Off undies, we’re looking forward to seeing what else the Bonds brand can take from punchy to positive,” stated Ryan Fitzgerald, executive creative director at Special.
Bonds marketing manager, Liz Coburn, added, “We hear from men every day that chafing is their #1 pain point when it comes to undies. Bonds Chafe Off is revolutionising the game by stopping friction in its tracks. Through our cheeky Bonds humour, we hope to share the friction-free joy to Aussie men all around the country.”
Credits
Client: BONDS
Head of Marketing: Kedda Ghazarian
Marketing Manager: Liz Coburn
Senior Brand Manager: Edwina Moller
Agency: Special
CEO & Partner: Lindsey Evans
CCOs & Partners: Tom Martin & Julian Schreiber
CSO & Partner: Rebecca Stambanis
Head of Strategy, Melbourne: Nathan Rogers
Senior Strategist: Laura Wiseman
ECD: Ryan Fitzgerald
Creatives: Lauren Regolini, Locki Choi
Design: Sarah Ristevski
Managing Director: Sasha Firth
Business Director: Marnie Dunn
Business Manager: Maddie Williams
Head of Film + Content: Sophie Simmons
Senior Producer: Katherine Muir
Production Coordinator: Aleisha Winslow
Production Company: Collider
Managing Partner & Executive Producer: Rachael Ford-Davies
Executive Producer: Tom Slater
Director: Nash Edgerton
Producer: Martin Box
DoP: Aaron Mclisky
Editor: Drew Thompson @ARC
Grade: Edel Rafferty
Online: Ryan Brett @ Manimal Post
Audio Producer: Irene Kakopieros
Sound Engineer: Daniel William
Social & TikTok Director: Alice Adlide
Social & TikTok Post Production: Denzil Heeger @ Manimal Post
Media Agencies: OMD & Incubeta
