Cheeky underwear brand Bonds is behind the ‘Boobs’ billboards in Sydney, Melbourne and Brisbane with the brand’s website promising to reveal everything on October 13.

The billboards sport just the word ‘Boobs’ in the style of a Bonds logo and appear to have been erected over the weekend.

A source close to the brand previously told B&T a Bonds campaign scheduled for September  would “wake Australia up”.

There is speculation the ads are to promote a new Bonds bra range or to support the brand’s renewed partnership with the National Breast Cancer Foundation (NBCF) for Breast Cancer Awareness Month.

A release announcing Bonds’ renewed deal with NBCF mentions a new Bonds campaign.

“In keeping with the direction of the new BONDS campaign, Ms Renouf said NBCF was currently funding important research aimed at improving early detection of breast cancer. This includes a team from the University of Queensland who are using nanotechnology to develop a blood test for this purpose.”

The Bonds website says ‘Bonds BOOBs’ will launch soon, on October 13, but reveals nothing else about the push.  

Clemenger BBDO Melbourne is Bonds' creative agency.