Total Package
BONDS

Putting comfort into terms Aussie guys understand

In 2021, BONDS launched a game-changing pair of undies called Total Package which separated and supported your bits.

Our job was to get guys to pay attention at a time when cheaper brands were outshouting and outdiscounting us.

The focus of my brief was getting guys to wake up and stop settling for ‘fine’ downstairs. 8/10 of the blokes we spoke to said their undies ‘do the job’, even though half of them also complained of discomfort.

The creative leap from this was to speak to guys about comfort in terms they would understand.

From AFL coaches to Sushi Chefs, each spot used a different metaphor to highlight the importance of properly supporting your bits.

The result was some really funny ads that sold heaps of undies!

My role:

Senior Strategist

Made with:

Nathan Rogers, Sian Binder and Lea Egan

Agency:

Special Group Australia

Awards:

Effie Awards Australia Silver x1 - Retail - 2023