B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • AFL
  • B&T Women in Media
  • NRL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • Anthony Albanese
  • ARN
  • AI
  • Spotlight on Sponsors
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Bonds pastiches famous Wonderbra ad in UK assault
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Bonds pastiches famous Wonderbra ad in UK assault
Marketing

Bonds pastiches famous Wonderbra ad in UK assault

Staff Writers
Published on: 10th April 2013 at 10:53 AM
Staff Writers
Share
2 Min Read
SHARE

EXCLUSIVE: Bonds has launched an assault on the UK market, and parodied one of the most famous underwear ads of all time in the process to make its mark.

The Pacific Brands-owned underwear maker has teamed up with TBWA in the UK, where former marketing boss Lindsey Evans has taken the role as president, to produce the billboards with model Rachel Taylor dressed in Bonds underwear with the words “G’Day Boys”.

It apes the famous Wonderbra “Hello Boys” ad featuring Eva Herzigova which caused a stir when it was unveiled in 1994, and several car crashes.

The move marks the brand’s push into the UK market, with John Lewis in Oxford Street and Peter Jones in Sloane Square already stocking the undies.

Zoe Hayes, marketing manager at Bonds said: “TBWA had me at G'day with our launch campaign for the UK. They've harnessed the Bonds charm and cheekiness with this simple but striking idea that is sure to get London residents’ attention.”

In December Bonds launched an online portal to spruik its wares in overseas markets, including the UK.

Evans added: “TBWA\London has revisited one of its most iconic ads, applying a cheeky Aussie twist to celebrate Bonds' arrival on UK shores.

“The result is clever, confident and an ad that doesn't take itself too seriously – much like the brand itself.”

The campaign went live on April 3.

What do you think of the campaign? Will Bonds have an impact in the UK? Leave your comments using the form below.

The Bonds ad

The original Wonderbra ad

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Everything You Need To Know About B&T’s Agency Scorecards!
08/07/2025
Agency Scorecard: Atomic 212°
08/07/2025
Agency Scorecard: Leo
08/07/2025
Daniel McConochie.
Alliance Outdoor Promotes Daniel McConochie To Chief Revenue Officer
08/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?