Bonds Protecting Men from Themselves

Pacific Brands is urging Australian men to protect themselves from awkward moments and awkward stains in a new advertising campaign featuring Bonds underwear. The first television commercial in the “Protect Yourself from Yourself” campaign, “Pit Stains”, promoting the Bonds Flexits Undertee, shows a young office worker who sabotages his own presentation every time he raises his arms – much to the horror of his audience. The second ad, “Butt Crack”, for the Bonds Guyfront Trunk, shows a woman, Jess, interested in Andy, a guy walking his dog in the park. That is, until he bends over to pat his dog and his tatty old undies let him down.

Bonds Butt Crack

Clemenger BBDO Melbourne Executive Creative Director Ant Keogh says the campaign is designed to both entertain and educate Australian men. “Sometimes, without even realising it, guys can be their own worst enemy. The moral of this campaign is to pay attention to your underwear drawer and keep things up to date,” he said.

Credits

The Protect Yourself campaign was developed at Clemenger BBDO, Melbourne, by executive creative director Ant Keogh, copywriter Alex Metson, art directors Tim Bishop and Nic Buckingham, agency producer Pip Heming, account director Kate Forster.

Filming was shot by director Mark Gilbert via Curious Films with director of photography Ryley Brown, producer Kate Menzies and executive producer Peter Grasse. Editor was Tim Parrington at The Butchery. Post production and VFX was produced The Refinery by VFX supervisor Eugene Richards.

Audio post production was done at Flagstaff Studios by sound designer Paul Le Couteur and Stevo Williams.