Bonds showcases its new Bonds Originals underwear range in a new commercial, part of a campaign titled “Gotta Be Bonds” and aimed at consolidating the brand’s position among those that promote their products with a sense of humour.
The spot, created by agency Leo Burnett Melbourne, is set in a town called “Cold Springs”, which is actually the South Australian desert town of Coober Pedy, where it’s not cold, but very, very hot. People of all ages, men and women alike, who are both models and local residents, have striped down to undies – Bonds undies from the new collection, obviously – as a way of illustrating that, sometimes, the best option you have when trying to beat the heat is to give up clothes and wear comfortable underwear, made from good fabric. A melting ice cream, a lawnmower in action, despite the dry landscape, a carwash, people using wet towels to cool themselves down are all “ingredients” blended in the ad in an attempt to bring back to Australians memories of childhood summer holidays.
The soundtrack music is the 2016 single “Rock n’ Roll Graveyard” by Australian band Jazz Party, from their 2017 album, “Monday Night”.
Described as a collection of “soft, stretchy, simple intimates that have roots in the past but are made for today”, the new Bonds Originals include women’s and men’s crops, undies, trunks and more, crafted from super luxe-to-touch fabric, which aim to “redefine soft, reimagine shape and reinvent comfort”.
The campaign will run across TV, outdoor, social and digital platforms.