It’s a fact of life that men don’t think about their undies much.

That’s a problem for Bonds, who makes men’s undies. And for Clemenger BBDO, who has to advertise Bonds undies to men.

But this year, the agency had an insight. Men care a lot about their balls. All the agency had to do then was show men what their balls have to put with, connect that to the benefit of upgrading their undies to Bonds, and get men to pay attention to the whole story.

And because that is a difficult as having great sex in a sports car, Clemenger wins this award for achievement as well as insight.

That achievement was to personify a pair of balls and create 3 strikingly simple digital films – that focus (with no distractions) on the everyday conversations of the two balls during their life in sloppy undies.

Here’s a taste:

“Brain, we’ve just spotted a female, thinking of heading over for a conversation.”

“This is the brain. We won’t be doing that; stay the course.”

“Uh, brain we really think this is an opportunity, uh, we should definitely head on over.”

“This is the brain, this is not an opportunity. I’m in a board meeting — presenting.”

Here are the films:

Here’s the full story of how and why the Gunn Report’s #5 Agency in the World came to make this campaign, with all of its credits.

The Stable’s other four awards are:

The Stable Work for Good of the Year was won by Colenso BBDO DB Export Brewtroleum

The Stable Creative Ingenuity of the Year award went to M&C Saatchi Australia’s Game of Balls

The Stable Persuader of the Year award was won by The Monkeys’ Australian kids talk sport

The Stable Impact of the Year award went to 303Lowe, Captain Risky