Bonds 100 Years in Dance

Bonds has launched a new commercial to celebrate the centenary of the Australian underwear company’s founding by George Bond in 1915. The campaign continues the well known dance and movement theme in a commercial celebrating multiplication and addition equations. Five 20-year-olds, 200 6-month olds and a 75-year old mixing it up with a 25 year-old are all part of the “100 year” cast who represent the love, colour and life of Bonds.

Bonds Equals

“A new era has begun. Meet a new kind of Bonds basic. BONDS100 is a celebration of our 100th birthday; of where we’ve been and where we’re going. It’s bold, branded and anything but basic. We’ve taken our most-loved pieces and revamped them for women, men, kids and baby.”

Bonds Equals 5 x 20
Bonds Equals 20 x 5
Bonds Equals 4 x 45
Bonds Equals 200 x 0.5
Bonds Equals 75 + 25
Bonds Equals 99 + 1

Bonds 100 Years in Dance Credits

The Bonds 100 Years campaign was developed at Leo Burnett Australia, Melbourne, by executive creative director Jason Williams, creatives Joe Hill and Garret Fitzgerald, group account director Amanda Nicoll and senior producer Cinnamon Darvall working with Bonds marketing manager (Underwear group) Emily Small and senior brand manager Caroline Bourke.

Filming was shot by director Uncle Friendly via Goodoil Films with director of photography Stefan Duscio, producer Llew Griffiths and choreographer Vincent Paterson.

Casting was by Mullinars Sydney.

Editor was Jack Hutchings at The Butchery. Online work was done at The Refinery by Eugene Richards.

Music is INXS track “What You Need”, remixed by Toby Burvill, licensed at Level Two Music by Karl Richter. Sound was mixed at Soundlounge by Sam Hopgood.