In the second installation of Bonds ‘Killer Undies’ campaign, Dustin Martin has been transformed into a 3D video game gladiator to promote BONDS’ new Tech Trunk ‘Killer Undies’.
The new campaign launches across Australia this week and reflects the innovative technology behind the creation of the new underwear, which was developed in collaboration with Martin.
The TechTM Trunk ‘Killer Undies’ campaign is a new short video that was creatively executed by The Arc Factory and produced by Good Cop Bad Cop.
Shot in a Melbourne warehouse, Martin battles through the CGI video game world as the champion gladiator, destroying advancing warriors and utilising his famous ‘don’t argue’ fend.
The Gamer is played by Maia, who Martin met after chasing his dog, Killer, through the streets of Melbourne in the first ‘Killer Undies’ campaign video released in February.
Designed in collaboration with Martin, Bonds TechTM Trunks have been engineered to enhance the everyday.
Including advanced quick-dry technology, innovative waistband and breathable mesh panels.
The range features two styles, including a regular and long-leg trunk.
Bonds head of marketing Emily Small said, “Dustin’s contribution has helped us deliver a new and elevated product with real sporting pedigree.
“On or off the field it is a stylish, functional addition to the underwear drawer”.
The TechTM Trunk campaign launches August 12 and will go live in-store POS, online, OOH and digital.