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