Bonds Hoodies in CD Store

Here’s the sequel to the Bonds Hoodies Heartstopper TV ad from Australia, in which a young man and young woman use their hoods to communicate with one another while looking through a CD store.

Bonds Hoodies Couple

The Hoodies spot is a study in body language, with focus on the eyes of each couple. The end result is a reimagining of the hoodie as a garment for romance, not trouble making.

Click on the image below to play the video in YouTube

Credits

The Bonds Hoodie ad was developed at The Campaign Palace, Sydney, by creative director/art director/copywriter Georgia Arnott, creative director/art director/copywriter Jon Burden, account team leader Sasha Firth, account director Melissa Gill, account manager Pamela Lloyd, and agency producer Meredyth Judd.

The Campaign Palace wanted to explore the fact that everybody loves their trusty hoodie. It almost becomes a part of you; how you wear it communicates how you feel. It’s an extension of your body language.

Filming was shot by director Noah Marshall via The Sweet Shop with director of photography Daniel Ardilley, producer Fiona (Fi) King, and editor Tim Mauger.

Music, “Don’t take my sunshine away” by Sparklehorse, was arranged by Nylon Studios.


Lyrics for Don’t Take My Sunshine Away

Your face is like the sun sinking into the ocean
Your face is like watching flowers growing in fast motion
All your kisses I swallowed
brightened mornings and hollows
My vines and tree knots will come unwound
Baby you are my sunshine
My sunshine
Please don’t take my sunshine away

The grounded fireflies are little stars that are dying
returning to the earth I can hear them crying
like christmas bulbs that I swallowed
Slept in a tree that’s gone hollow
and never a brittle wintertime
Baby you are my sunshine
My sunshine
Please don’t take my sunshine away

Sunshine
My sunshine
Please don’t take my sunshine away

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Location Australia Australia

2 Responses to Bonds Hoodies in CD Store

  1. deadthevideo says:

    The Campaign Palace thinks that a hoody becomes part of you. That’s their way of thinking. Here in the UK, we have a useless politician speaking in defence of hoody wearers. He claims we should ‘Love a Hoody’ or something like that. Maybe he should quit politics, get a working visa for Australia and get himself a position with The Campaign Palace. Not speaking for the Aussies, but here in the UK, we have a fear of hoodys. Here, hoodys are associated not with loved-up teens, but with knife-brandishing thugs who seem to hate going through the day without getting a kick out of seeing some innocent person bleed to death as a result of multiple stab wounds. Hoodys may be something of a status symbol, but it is really a status some believe we could do without, and with a number of gang members wearing hoodys, they may be right.

  2. Duncan says:

    I don’t think the hoodie has the fear connotation in Australia like it appears to have in the UK.

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