Bonds Asks Aussies To Think Of The Fathers In Cheeky Clemenger Spot

Bonds Asks Aussies To Think Of The Fathers In Cheeky Clemenger Spot
SHARE
THIS



Father’s Day is creeping up fast, and in a tongue-in-cheek campaign from Clemenger BBDO Melbourne, Bonds is asking Aussies to recognise the various sacrifices dads make when having kids. From stretch marks and swollen ankles, Bonds says fathers often feel the impact of having children in their own bodies, just as mothers do.

A pre-baby body becomes a distant memory once kids arrive and guys are consigned to sporting a ‘Dad-bod’ for ever more.

But this Fathers Day, dads everywhere can feel more comfortable with their ‘Dad-bods’ in a comfy pair of Bonds undies. Elasticated waistbands, a comfortable fit will allow dads to relax, go with the flow and be at peace with their man boobs.

Emily Small, head of marketing at Bonds, said, “Fathers Day is one day in the year to truly recognise the dads in our lives. They aren’t perfect but they do a great job and we think they deserve a little moment in the spotlight as well as an upgrade of their undies drawer”.

In the lead up to Fathers Day, Bonds is launching an online film that highlights the plight of dads, with the film complemented by a social campaign and in-store point of sale encouraging everyone to ‘Think of Fathers’ and buy their dad’s some comfy undies.

Main2[2]

Ant Phillips, creative director at Clemenger BBDO Melbourne, added, “As a father myself I can sympathise with the stresses that kids place on a mans body. It’s not easy. I’ve always had cravings, but the pregnancy and birth just legitimised them for me.

“There’s no going back now and I’m proud that I’ve been able to work with Bonds to celebrate all the real dads out there.”

Credits:
Client: Bonds
Head of Marketing: Emily Small
Senior Brand Manager: Mahli Pullen
Assistant Brand Manager: Kedda Ghazarian
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Chief Creative Officer: Ant Keogh
Creative Director: Ant Phillips & Richard Williams
Group Managing Director: Simon Lamplough
Account Director: Grant Oorloff
Senior Producer: Lisa Moro
Operations Director -Sharon Adams
Production Company: Guilty
Director – Tony Rogers
Producer: Jason Byrne
DOP: Marin Johnson
Editor: Sam Coates
Photographer: Chris Budgeon

Latest News

Haystac Shakes Up National Leadership Team
  • Media

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role, as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Haylie will drive Haystac’s new […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]

QMS Unveils New Billboard In Melbourne’s Bayside
  • Media

QMS Unveils New Billboard In Melbourne’s Bayside

QMS has officially launched ‘The Bayside,’ dominating the landscape in the heart of one of Melbourne’s fastest-growing coastal suburbs and gateway to the popular Mornington Peninsula. Strategically situated on the Nepean Highway, one of Melbourne’s primary connector arterials, ‘The Bayside’ captures the attention of heavy flowing traffic along the shore of Port Phillip Bay. With […]

Coles Local Appoints Keep Left To Creative & Content Account
  • Advertising

Coles Local Appoints Keep Left To Creative & Content Account

Keep Left has been awarded the creative and content account for Coles Local, an exciting new retail offering from Coles Supermarkets. Coles Local is designed to inspire a love of quality food and provide a tailored, in-store culinary experience for the local community.  The first Coles Local store opened in Melbourne’s Surrey Hills on 13 […]