The Boys take a hit

Just a couple of balls, hanging in a pair of Bonds underwear.

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Male readers, do you sometimes feel like the boys below have a life of their own? They have a lot to deal with, and if you’re not at least giving the poor guys a comfortable living space, do you blame them for acting out? This new spot by BBDO Melbourne for Bonds underwear brand shows just how nuts their life is, taking a beating once in a while, feeling cramped and overwhelmed by a dreadful occasional itch. But, like a baby given a pacifier, they quickly settle down in a pair of Bonds.


Brand: 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