Melbourne agency Clemenger BBDO launched a new campaign for underwear brand Bonds, featuring a pair of anthropomorphized testicles.
In the first of three online spots, entitled “The Boys,” a pair of testicles communicates with the brain and faces everyday struggles like discomfort, pain and itchiness. While the approach is sure to attract some attention, it wears a bit thin by the conclusion of the ad (it’s hard to imagine the brand mining the idea further in the two follow-ups). This is especially problematic because the brand doesn’t factor in until near its conclusion, when the testicles experience a kind of comfort they’ve never known before thanks to Bonds. Still, getting guys to pay attention for an underwear ad is never easy and at the very least the approach (while certainly nothing new) should stand apart from most efforts in the category. The first effort will run across paid and owned social and digital channels, with subsequent efforts expected in the next few weeks.
“Men’s testicles have to put up with a lot in life. Heat, cold and—shudder—impact all affect them,” agency group managing director Simon Lamplough told Adweek. “The least men can do is keep ‘The Boys’ comfy in a nice new pair of Bonds undies.”
Credits:
Client: Bonds
Head of Marketing: Emily Small
Digital Marketing Manager: Ryan Wilson
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creative Director: Ant Phillips
Creative Director: Richard Williams
Senior Producer: Karolina Bozajkovska
Group Managing Director: Simon Lamplough
Account Director: Grant Oorloff
Planning Director: Michael Derepas
Production: Guilty Content
Director: Tony Rogers
Producer: Jason Byrne
DOP: Marin Johnson
Editor: HM Creative – Richard Hamer
Online: Stafford Wilson, Kitset Grafix/Sam Coates, FINISH
Sound: Flagstaff – Paul Le Couteur