Kane Edwards, a Sydney freestyle footballer, reveals the quality of the new Bonds “The Short” with a series of soccer flicks and tricks. The commercial leads to the website, www.bonds.com.au, Viewers can visit the Fit Short microsite to watch the film again, see behind the scenes footage, and enter a comptetion to win a year’s worth of undies. Now is that one pair a day?
Kane puts his stunts into action by the North Surf Life Savers tower, showing his stripping, skipping and catching skills. The shot finishes with him catching the soccer ball in his Bonds undies.
The Short ad was developed at The Campaign Palace, Sydney by group head Sasha Firth, creative directors/art directors/copywriters Georgia Arnott and Jon Burden, account director Mel Gill and account manager Pamela Lloyd, agency producer Jacqui Gillies.
The Campaign Palace team found Kane online through his YouTube channel, Freestyle2019. Here’s a sample of what inspired the Bonds spot.