The Boys Face The Ultimate Discomfort in ‘Cycle’

By Erik Oster 

Last month, Clemenger BBDO launched its “The Boys” campaign for underwear brand Bonds, the title referring to a pair of anthropomorphized testicles. Promising it was the the first in a series of three, the brand unleashed an even more entertaining follow-up called “Swim” a couple weeks later. Now, Clemenger BBDO and Bonds has released “Cycle” the last of the three promised spots featuring “The Boys.”

While continuing the entertaining premise, “Cycle” doesn’t quite live up to the standard set by its predecessors (especially “Swim”), feeling more disjointed but still worth a chuckle. It opens with a dilemma all men will recognize: the discomfort of a bike ride. Even Bonds won’t promise its underwear can help with that, making it sort of a non sequitur into the rest of the ad, which also deals with leg-crossing and a certain “false alarm.” As usual, the ad closes with “The Boys” finding a new level of comfort thanks to Bonds. This time around, the ending is one of the highlights, as they discuss how comfortable they are on a scale of 1-10, with one of “The Boys” saying he feels like a little kitten. As previously mentioned, “Cycle” is the last of the three spots promised for the series, but, given its popularity, we wouldn’t be too surprised to see “The Boys” make a return.

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
Macintosh HD:Users:nicholapatterson:Dropbox:Clemenger:Bonds:The Boys.doc
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