Bonds Asks Aussies To Think Of The Fathers In Cheeky Clemenger Spot
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]](https://www.bandt.com.au/information/uploads/2016/08/Main22.png)
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
“Means F@cking Nothing!” Tony Armstrong Talks Winning A Logie
ABC’S Tony Armstrong has opened up about how he feels about winning A Logie, and how hard it really is doing breakfast television. Armstrong has become the ‘it’ boy of television. He constantly goes viral on ABC’s breakfast show; who can forget, “My Mum’s scarf!” If you haven't already don't forget to vote Tony Armstrong […]
9News Perth Pinches Gareth Parker As News Director
Gareth Parker promising more Eagles, Freo and iron stories, as he moves to new role at 9News Perth.
Teal MP Sophie Scamps Takes Aim At Junk Food Advertising
Junk food adverting to kids back under the spotlight. Yet again, bad parenting choices escapes said spotlight.
“Grow Some Balls!” Snickers Facing Global Boycott Following Snivelling Chinese Apology Over Taiwan
Of all the possible triggers for World War III, few suspected it would be the butty, caramelly goodness of a Snickers.
Total TV Advertising Market Up 11%, As BVOD Continues To Surge
TV ad spends prove to be in rude health. Which should translate to even ruder long lunches for TV bosses.
Michael Bass Named New Chief Trading Officer For Dentsu APAC
Dentsu International has announced the appointment of Michael Bass (pictured) as chief trading officer, media, Dentsu Asia Pacific. With over 20 years’ experience, Bass’ career has included a range of senior investment and trading roles across the media sector. Bass spent seven years at IPG Mediabrands as trading director of Initiative and subsequently moved on […]
Sunday TV Wrap: The Block Hammers Out The Competition In Big Debut
The Block debuts to strong numbers, as Scott Cam set to publish his collected works of Logies acceptance speeches.
The Block’s Regional Move Translates To More Regional Viewers
Nine’s The Block burst back onto the scene last night, and interestingly its regional move has translated into more regional viewers. This season of The Block isn’t based on apartments or inner city semis. Instead, The Block has gone rural. The contestants are renovating five separate homes, each on 10 acres of land outside of Melbourne […]
The Masked Singer Capitalises On Our Neighbours Nostalgia With First Reveal
Masked Singer, MKR, The Block! B&T didn't know where to turn last night until Commonwealth Games javelin won our hearts.
Streets And Asembl Join Forces To Create Ice-Cream-Scented Candles
Brand extension agency Asembl has partnered Streets’ iconic ice-creams with Australian home fragrance, candle and oil diffuser specialist, dusk for a dreamy creamy fragrance range. Now online and launching on Thursday August 11 2022 in dusk stores across Australia, the range including candles, MoodMist fragrant oils, tealights and melts is the very first time these […]
WPP Reports $11.8B In Sales In The First Six Months Of 2022, But Aussie Ops Prove A Drag
WPP unveils impressive half years and, yes, B&T has again converted the pounds to dollars for your reading delectation.
ROLLiN And BMEOF Highlight Hip Hop History In New Project
ROLLiN car insurance has partnered with creative studio Bear Meets Eagle On Fire (BMEOF) to create a 16-part mini-series celebrating important dates in hip hop history. Building on the cultural cachet of the brand launch spot — which featured a yellow puppet named Larry rapping along to Digital Underground’s ‘90s classic ‘The Humpty Dance’— ‘Hip […]
New Decoding Crypto Series Lands On Nova Podcast
Markedly improve your crypto skills and possibly your prattishness too with this new Nova podcast.
Coopers Unveils New Look, The First In 20 Years
Coopers disproves the theory you can't mess with perfection, revealing rebrand for its splendiferous ale.
Domino’s Teases Burger Delivery Innovation
Domino’s has released an ad campaign announcing its move into burger delivery via It’s Friday. The ad is centralised around the phrase “Finally, burgers made to be delivered”, a reference to Domino’s self-proclaimed title as the experts in food delivery. Adam Ballesty, chief marketing officer of Domino’s ANZ, said: “We’re excited to be able to […]
CHEP Brisbane Launches Bridal Range For Michael Hill Jeweller
Okay, so Michael Hill Jeweller isn't the poshest place for an engagement ring, but it's a step up from Cash Converters.
Russel Howcroft Re-Signs To Stay With 3AW Breakfast Until 2026
Australian media personality Russel Howcroft has re-signed a multi-year deal as co-host of 3AW’s Breakfast show, which will see him continue to partner Ross Stevenson on Breakfast for another four years. “’We are delighted Russ is committing to 3AW for the long term”, said 3AW station manager, Stephen Beers. “Ross Stevenson and Russel Howcroft have […]
The Masked Singer Is Back And It Is A Bonkers Extravaganza
10’s Masked Singer is gearing up to return, and what it lacks in seriousness, it makes up for in silliness and usually ratings. Masked Singer will be airing from Sunday 7th of August, and it is racing onto the scene after the success of 10’s Hunted. EP Tamara Simoneau chatted with B&T, about why 10’s […]
Icon Agency Rockets Into PRovoke APAC Fast Movers Rankings Top Five
Integrated communications firm Icon Agency has been ranked the fourth fastest growing agency in the Asia-Pacific, Middle East and Africa, according to the 2022 PRovoke PR Agency ‘Fast Movers’ rankings. Icon’s fee income for calendar 2021 grew 84.3 per cent, making it the fastest-growing and largest independent agency in Australia. The Melbourne-based indy was ranked […]
Paris Hilton And Sky Ferreira Charging Fans $377 NFT To Watch New Horror Flick
Paris Hilton charging fans $377 to watch her new horror movie. Some prepared to pay as much as $500 not to watch it.
Former AFL Umpire Speaks Out Against Abuse In New Campaign
B&T would never tolerate the abuse of any sporting official. Okay, we can be a little potty mouthed if our team loses.
TikTok Deletes Filter After It Gets Roasted For Being “Fatphobic!”
Who needs a filter to make us all look fat & bloated when we already have excessive alcohol consumption and fast food.
“I’ll Call You A W@nker!” The Project’s Hamish MacDonald Gets Roasted By Guest
The Project's Hamish MacDonald has been called a wanker. And, no, it wasn't a Lisa Wikinson tanty either.
Thursday TV Wrap: 10’s Dog House Pulls In Big Numbers, But The Commonwealth Games Has Last Bark
10's Dog House debuts to solid numbers last night. Proof we're a nation of dog lovers, just not dog poo picker-uppers.
Eliza O’Hare Shares Her Clever Thoughts On Are Media’s Research Project HERFuture
Here, B&T chats with the editor of home decor mag Inside Out. A woman, we doubt, knows the horror that is Ikea erection.
Tiger Brokers Offers Mullet Wigs And Free Tickets In Support Of Melbourne Storm
Tiger Brokers, an online broker for millennials and Gen Z, is offering fans the chance to win sideline seats to Melbourne Storm’s Round 21 clash against the Titans at AAMI Park (Friday 5 August 2022). The campaign has reached its peak, and now every Australian can also have the chance to win a Melbourne Storm […]
Meta Rolls Out NFTs On Instagram And Facebook
Zuck can't leave his play thing alone for a minute, can he? See what's new under the bonnet with this news.
SCA And Mushroom Group Bringing Sexy Back With RNB Fridays Concert Series
As this Fridayz concert series proves, the simple addition of a Z at the end of words can seriously up your cool cachet.
“So Messed Up!” Fury As TikTok Star’s Adidas Bikini Collab Labelled As “Blasphemous”
TikTok star labelled "blasphemous" for provocative bikini shoot. B&T yet to receive Jesus' side of the story, however.
We Are Social Opens Office In Amsterdam
We Are Social has opened its first Amsterdam office. The office snacks now disappearing at an alarming rate of knots.
Harvey Norman To Sponsor 2022 delicious. Produce Awards
B&T's a huge fan of the delicious. Produce Awards. Particularly the hotly contested root crop and legume categories.
The Proof’s In The Pudding – You Can’t Underspend, Under Target & Under Invest For ROI
This columnist is comparing marketing ROI to Yorkshire puddings. As baffling as that sounds, he makes a meaty point.
UK Funeral Providers Banned From Advertising Eco-Friendly Coffins
Surely the most eco-friendly funeral of all has to be eaten and swallowed by some form of aggressive wildlife.
ACA Reporter Hit With Seperate Assault Charges Following Clash With Ricky Nixon
Dodgy laundromats, loud neighbours and shonky tradies everywhere rejoice as ACA hack gets tables turned.
Ad Featuring A Woman Trying To Have Intercourse With A Garlic Humanoid Enrages Entire Nation
As a journalist you wait your entire career to write a headline like this. And today, dear readers, that day's arrived!
Think You’re ‘Relationship Marketing Ready’? Think Again.
No one loves a buzzword quite like a marketer. So grab your low hanging fruit while you revel in relationship marketing.
